LESLIE G. GRILES
CLIENT: AMERICAN CANCER SOCIETY
PARTNERSHIP: USHER + BIEBER REMIX = HAPPY BIRTHDAY JUSTIN
In the midst of a successful campaign for the American Cancer Society, I realized we had the makings of something very unique.
Justin Bieber and Usher had both participated in the campaign. We had amazing content from each of them. The world was aware of their special friendship and Justin's 17th birthday was approaching.
We tapped the award winning director/producer duo Misto & Pizzi
to edit a remix of Justin and Usher's submissions to the More Birthdays campaign. The remix would be Usher's birthday gift to Justin. And the plan was set in motion with each of their management teams.
On the morning of Justin's birthday, Usher posted the remix to Justin's Facebook wall with a special message reminding his fans that a world with less cancer is a world with more birthdays.
The results suprised even us. In less than 48 hours the remix had been shared by more than 46 million fans, received more than 2 million views on YouTube and was ranked the #1 video in seven countries.