Bono + Jony Ive: A Conversation #OgilvyCannes #CannesLions

1. Bono
Ive+
a conversation
The success
of (RED) and
its unique
collaboration with
global partners.

2. bono+ive a conversation
ugly problem
beautiful solutionIn a packed to the rafters session moderated by
VICE founder Shane Smith, Apple’s Jony Ive and
professional martyr Bono talked philanthropy,
design, and their mission to rid the world of AIDS in
one generation with (RED). Just don’t call it a cause.
AIDS is an ugly problem. But as Ive says; “There
is incredible beauty in the simplicity and singular
nature of this solution.” (RED) doesn’t simply
raise money; it creates moments and products
which find their way into everyday life.
“An accident of geography determines if you live
or die,” says Bono. “A trend can save your life.”
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3. bono+ive a conversation
rocking out
with (RED)While Bono’s image as a rock star and philanthropist is
now well established, he recalls how his activism nearly
got him kicked out of U2: “The band said ‘this could
sink our ship, you’re meeting really uncool people – like
George Bush - looking really crap in photos, it’s not
rock’n’roll’. But you know what? This is rock’n’roll.”
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4. bono+ive a conversation
cannes is the
world’s
thermostat(RED)’s mission to have an AIDS free generation once seemed
insurmountable; but now it is within reach. Bono predicts they
will stop mother to child HIV transmission in 8 countries next
year, with another 8 to follow in 2016. The only thing that can
stop them, Bono believes, is a failure to “keep up the heat and
cultivate a community of ambassadors. Something powerful
happens when you’re throwing a punch that’s not your own.”
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5. bono+ive a conversation
the brains behind
The brandFor Bono, it is as important to find communicators as
it is to find politicians; he credits a household name
with delivering drugs to people in the developing world,
something which was seen as an impossible task. “You
can get a Coke in the farthest corners of the globe,”
says Bono, “so we asked Coca Cola if we could use
their trucks... It’s not just about the philanthropy budget,
we’re interested in the brains behind the brands.”
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6. bono+ive a conversation
bono
crowdsurfsThe seminar ran over by several minutes as Smith
waded into the audience to crowd-source product and
campaign ideas. “Who knew Shane Smith is Oprah
Winfrey?” Bono joked, before sending around a collection
plate, not for money, but for business cards and ideas.
One spectator who spoke up was Michael Trautmann,
whose company has just devised the world’s first social
purpose web domain, .hiv. “Red.hiv can be yours, for
free, for the next hundred years,” he told Bono.
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7. “Where you
live should not
affect whether
you live.”
Bono