To raise awareness and money for Keep A Child Alive, a New York based AIDS charity, we decided to utilise the impending launch of the iPhone and the media frenzy around it to lean into frame to capture the media’s gaze for the benefit of KCA’s mission. They created a media event around the launch by lining up first to purchase the first iPhone for 4 days and nights and then auctioning it on eBay.

One man sat with a KCA t-shirt and a KCA banner 4 days before launch outside the NYC Apple Store. This image was fed into the digital and media network of people already discussing the impending launch and other sites, blogs and media platforms who might be interested – charity, marketing etc. Teams of two rotated shifts at the front of the line, while the story was then added to with ongoing blogs, pictures and videos from the line. The t-shirts had sponsorship sold on them and KCA ambassador Spike Lee purchased the first iPhone which was sold on eBay.