Peace One Day Case study ONE DAY CEASEFIRE by Ogilvy & Mather Shanghai

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ONE DAY CEASEFIRE

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Industry Charities, Foundations, Volunteers
Media Case study
Market China
Agency Ogilvy & Mather Shanghai
Associate Creative Director Martin Latham
Executive Creative Director Francis Wee
Creative Director Fiona Chen
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best use or integration of gaming Bronze

Credits & Description

Type of entry: Branded Entertainment
Category: Best use or integration of gaming
Advertiser: PEACE ONE DAY
Product/Service: PUBLIC SERVICE
Agency: OGILVY & MATHER ADVERTISING Shanghai, CHINA
Chief Creative Officer: Graham Fink (Ogilvy & Mather Advertising Shanghai)
Executive Creative Director: Francis Wee (Ogilvy & Mather Advertising Shanghai)
Creative Director: Fiona Chen (Ogilvy & Mather Advertising Shanghai)
Associate Creative Director: Martin Latham (Ogilvy & Mather Advertising Shanghai)
Describe the campaign/entry
This campaign appeared on Facebook
and therefore took place across many regions.

Results
The brief was to promote World Peace Day.
The idea was to spread a message of peace amongst one of the largest, most violent communities on earth; the online gaming community. On peace day, 21st September, we held an online ceasefire within Facebook's largest shoot 'em up game, Uberstrike.
This acted as both a mark of respect and as a message of peace to the community.
For 24 hours, players were unable to kill each other. Instead, they were encouraged to use their avatars to create and share message of peace.

On entering Uberstrike, the players were unable to fire their weapons. They then received an audio message announcing the cease-fire.

The campaign was extremely well received by the community. Thousands 'capped' peaceful images and shared them on the site.