GLOBAL – As people around the world participated in the International Day of Peace on September 21, Ogilvy & Mather Shanghai joined in through their new campaign for non-profit organization Peace One Day, ‘Shoot Goals, Not Guns.’
The International Day of Peace is an annual 24 hours that calls for non-violence and an international ceasefire.
Last year, 470 million people across 200 countries participated in the global event through the efforts of non-profit organization, Peace One Day.
‘Shoot Goals, Not Guns,’ was launched to raise awareness for the cause in China. For the campaign, figurines on a foosball table were replaced with 22 handcrafted replicas of iconic, powerful leaders. Well-known faces like Vladimir Putin, Angela Merkel, Aung San Suu Kyi and Barack Obama were all seen together, symbolically playing on a single pitch.
The creation was toted around Shanghai’s public places: from the iconic Bund to quieter cafeteria corners. Passersby from all walks of life were encouraged to join in and whack the ball around, creating a memorable moment that got the public talking about Peace One Day and gained momentum through websites, blogs and China’s active online community.
“The International Day of Peace is about stopping violence on all scales, from common schoolyard bullying to the grand scale tragedies ruining lives of millions,” said Graham Fink, Chief Creative Officer of Ogilvy & Mather China. “‘Shoot Goals, Not Guns’ is our small way to spark dialogues in China about universal peace and hopefully sow seeds for greater, positive change.”
Through “Shoot Goals, Not Guns,” and the work of others, the important first step of International Peace Day awareness in China continues to grow in scope.
Credits
Project Title: Shoot Goals, Not Guns
Client: Peace One Day
Brief: To promote awareness of International Peace Day throughout China.
Creative Agency: Ogilvy & Mather Advertising, Shanghai
Chief Creative Officer: Graham Fink
Creative Directors: Rocky Hao, Jody Xiong
Art Director: Jody Xiong
Designer: Peng Bin, Allen Wang, Marx Zhu
Copywriter: Rocky Hao
Producer: Charlie Macpherson
Production House: Hogarth.
Photographer: Keno Zhao
Editor: Judy Luo, Mark Ng
Exposure: Online
