2008 GOLD

MEDIA IDEA

KCA'S MEDIA AMBUSH OF THE IPHONE LAUNCH

KEEP A CHILD ALIVE, KEEP A CHILD ALIVE

Elizabeth Santiso, VP

ANOMALY COMMUNICATIONS

Stephen Corlett , Brand Dir.
Johnny Vulkan, Part.
Timothy Joo, Acct. Exec.
Stanley Lumax, Acct. Dir.
Sarah Stabile, PR Dir.

With only $600 Keep A Child Alive, a small AIDS charity battling against bigger competitors and a charity-fatigued public were able to ambush the launch of Apple's eagerly anticiplated iPhone. By leaning into frame with smart media thinking they galvanized the new digital landscape of networks to own the mainstream media for a week, gather over 20mm media impressions and raise over $100k that saved literally thousands of lives.