Our problems are often slightly different from problems in other parts of the world. First World Problems. Don’t we all have them? But how do we get rid of them? Together with advertising agency Sue Amsterdam we created an identity for the First World Problem Store, a store initiated by the AIDS Fund where you can buy pills to solve your first world problems. And if you do, you’ll instantly support the Aids Fonds, a foundation that makes HIV and AIDS medicines accessible to everyone, everywhere.