Day of Peace Ambient International Day of Peace: Shoot Goals, Not Guns by Ogilvy & Mather Shanghai

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International Day of Peace: Shoot Goals, Not Guns

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Industry Charities, Foundations, Volunteers
Media Ambient
Market China
Agency Ogilvy & Mather Shanghai
Producer Charlie Macpherson
Photographer Keno Zhao
Production Hogarth Worldwide
Released September 2014

Credits & Description

Yesterday millions of people around the world participated in the International Day of Peace, an annual 24 hours calling for non-violence and an international cease fire. Last year, 470 million people across 200 countries participated in this global event through the efforts of non-profit organization, Peace One Day. But awareness in China remains low, so Ogilvy & Mather Shanghai decided to get involved in spreading the word of amity through their new campaign, "Shoot Goals, Not Guns." To draw people into conversations about the significance of September 21, figurines on a football 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.
Category: Public interest
Client: Day of Peace
Agency: Ogilvy & Mather Shanghai
Production: Hogarth
Country: China
Chief Creative Officer: graham fink
Creative Director/ writer: Rocky Hao
Creative Director/ art director: Jody Xiong
Producer: Charlie Macpherson
Photographer: Keno Zhao
Editors: Judy Luo, Mark Ng
Designers: Peng Bin, Allen Wang, Marx Zhu