A brand-building, integrated-media initiative that reached millions of consumers via an original network television entertainment special, online content, numerous live events, celebrity endorsements, sponsored PSA-styled video spots, global PR, proprietary concert DVD and CD, and in-store promotions.
At the core of the program was “The Concert for World Children’s Day”, a one-hour ABC primetime entertainment special that leveraged music as the emotional connection to touch the hearts and minds of consumers. Music-directed by 16-time Grammy winner David Foster, the concert starred Celine Dion, Enrique Iglesias, Michael Buble, Josh Groban, Peter Cetera, Nick Carter of the Backstreet Boys, Yolanda Adams and members of the Chicago Symphony Orchestra.
Taped before a live audience at Chicago’s Arie Crown Theater, the special was the world’s first concert broadcast in cinematic 24-frame progressive high definition. The show garnered a 2002 primetime Emmy Award for Original Music for the Foster-composed “Aren’t They All Our Children”. The song was translated into 14 languages and served as the guiding creative theme for worldwide activation.