Issue: Coyne PR was challenged to shake things up for the global launch of Hard Rock International’s Signature Series T-Shirt, designed by pop superstar Shakira. Proceeds from the shirt benefit Shakira’s organization to aid Columbian children who are victims of violence -- Fundacion Pies Descalzos.

Idea: Coyne PR created a dynamic international press conference at Hard Rock Cafe Paris which was attended by every French television network, MTV Europe, five top daily newspapers and more than 50 international paparazzi. Traffic was literally at a standstill on Boulevard Montmartre, as thousands of media and screaming fans descended on the Cafe. Simultaneously, Coyne PR’s Hard Rock team engaged in aggressive outreach to media in more than 125 countries, with an entertainment and fashion push in the United States.

Impact: The campaign generated worldwide excitement and more than 75 million media impressions. Highlights include Billboard Magazine, In Touch, OK Weekly, InStyle, People Magazine, New York Daily News, Miami Herald and the Boston Globe -- proving that “clips don’t lie.”