Brand Red, the global branding project focused on addressing AIDS, tuberculosis and malaria, is getting ready to launch The Lazarus Effect, a documentary on the impact of medical treatment for people suffering from HIV in Africa. The Lazarus Effect is a reference to a story in the Gospel of John in which Jesus raises his friend Lazarus four days after his death in Bethany. The documentary is being launched on HBO.
Treatment for HIV in Africa costs around 40 cents a day. The results are nothing short of miraculous. Someone on death’s door can be brought back to life. In as little as 90 days.
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Lance Bangs is a filmmaker, documentarian, and music video director who has created videos for Sonic Youth, Nirvana, Green Day, the Arcade Fire, the Shins, Belle & Sebastian, Menomena, Yeah Yeah Yeahs, R.E.M., Mike Watt, Death Cab for Cutie, The Black Keys, Kanye West, and Pavement. He directed the David Cross film Let America Laugh and worked with Spike Jonze to document the making of the Where the Wild Things Are movie. Lance worked on the Volvo Life on Board campaign which won a Titanium Lion at Cannes in 2005. He produced DVDs for the Directors Label Series, covering the work of Chris Cunningham, Michel Gondry, Spike Jonze, Mark Romanek, Stephane Sednaoui, Jonathan Glazer and Anton Corbijn.
Music in the trailer is “Blue Skies” by British indie band Noah and the Whale.
Product Red is a brand licensed to partner companies such as American Express, Apple Inc., Starbucks, Converse, Motorola, Gap, Emporio Armani, Hallmark, Microsoft, Dell and Nike. It is an initiative begun by U2 frontman Bono and Bobby Shriver of DATA to raise money for the Global Fund to Fight AIDS, Tuberculosis and Malaria.