Interreligious Council In Bosnia & Herzegovina Digital, DM, Design & Branding One Book For Peace [image] 3 by Y&R Dubai, New Moment New Ideas Company Belgrade

One Book For Peace [image] 3

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Industry Website, Public awareness
Media Digital, Interactive & Mobile, Direct marketing, Design & Branding
Market Bosnia and Herzegovina
Agency Y&R Dubai
Executive Creative Director Kalpesh Patankar
Art Director Vineet Parrikar
Copywriter Sambhav Khandelwal
Creative Agency New Moment New Ideas Company Belgrade
Creative Director Ana Sutic
Released October 2016

Awards

Cannes Lions 2017
Promo And Activation Sectors: Public Sector Silver Lion

Credits & Description

Title: One Book For Peace
Url: Https://www.onebookforpeace.or...
Agency: Y&R Dubai
Brand: Interreligious Council Of Bosnia And Herzegovina
Country: United Arab Emirates
Entrant Company: Y&R Dubai
Advertising Agency: Y&R Dubai
Additional Company: New Moment New Ideas Company Y&R, Belgrade
Executive Creative Director: Kalpesh Patankar (Y&R Dubai)
Copywriter: Sambhav Khandelwal (Y&R Dubai)
Art Director: Vineet Parrikar (Y&R Dubai)
Ceo: Georges Barsoum (Y&R Dubai)
Head Of Production: Sam Eid (Y&R Dubai)
Studio: Prabhilash Purushothaman (Y&R Dubai)
Print Production Head: Binnu Cherian (Y&R Dubai)
Editor: Prathyush Kumar (Y&R Dubai)
Managing Director: Zarko Sakan (New Moment New Ideas Company)
Creative Manager: Lazar Sakan (New Moment New Ideas Company)
Chief Ideas Officer: Dragan Rujevic (New Moment New Ideas Company)
Client Service Director: Jasmina Nikolic (New Moment New Ideas Company)
Creative Director: Ana Sutic (New Moment New Ideas Company)
Head Of Art: Igor Milovanovic (New Moment New Ideas Company)
Pr Director: Branka Conic (New Moment New Ideas Company)
Head Of Digital: Goran Rudinac (New Moment New Ideas Company)
Client Service Director: Marija Bajic (New Moment New Ideas Company)
Web Developer: Stano Djurasinovic (New Moment New Ideas Company)
Account Director: Sandra Kovacevic (New Moment New Ideas Company)
Production Manager: Aleksandar Krstic (New Moment New Ideas Company)
Media Director: Vladan Andjelkovic (New Moment New Ideas Company)
Media Relation Director: Masa Vuckovic (New Moment New Ideas Company)
Executive Producer: Bogdan Petkovic (Emote Production)
Dop: Dusan Petkovic (Emote Production)
Producer: Bozidar Djokic (Emote Production)
Executive Director: Dhaval Desai (Mobiiworld)
Editor: Marija Sarac (Emote Production)
Journalist And Comparativetheologian: Mirnes Kovac (Freelancer)
Theologian Islam: Muhamed Fazlovic (Freelancer)
Theologian Christianity: Pavle Mijovic (Freelancer)
Creative Services Manager: Mohamed Ashraf (Y&R Dubai)
Relevancy:
The ONE book was launched on a prime time show on Al Jazeera, along with a global launch on Twitter. Using real time responses, we addressed various treading topics and issues with pages from the book about love, hope and peace. We found a common pathway between the church and the mosque where we placed our ONE book audio poster which played the book through the One radio channel, encouraging people to visit the website and order a physical copy or download the audiobook or e-book. The ONE book reached 53 million hearts, which is 17 times the population of Bosnia and Herzegovina.
Strategy:
The ONE book is targeted towards people with prejudices. They may be young adults or old people, men or women. They are individuals who grew up in communities with a strong opinion about other religions. The idea brings the believers of both Islam and Christianity together to witness the teachings of each. One gets the view of the other, thus making everyone realize that the teachings are remarkably similar. And to simplify it, ten topics were focused on, and verses related to them were explained next to each other.
Execution:
The book was launched on a prime time show on Al Jazeera Balkans to spread the message of peace to the world. Soon it featured on all leading news channels and received over 150 announcements in the Balkans region alone. The book was also launched globally on Twitter, one page at a time. Using real time responses, we addressed various trending topics and issues with pages from the book about love, hope and peace. We found a common pathway between the church and the mosque where we placed our ONE book audio poster. The poster played the verses from the Bible and the Quran, encouraging people to visit the website to listen to the full book and download the audiobook or e-book. On YouTube, our video received over a million views.The One Book touched 53 million hearts globally, which is 17 times the population of Bosnia and Herzegovina.
Outcome:
One Book for Peace received a total of 53 million impressions.Right from the launch on Aljazeera Balkans, to sending the books to influential leaders like Pope Francis, Antonio Guterres and Donald Trump, to releasing the book on Twitter, we reached 96% of the total population of Bosnia and Herzegovina, and 100% of its online population. People from every continent visited our website, requested a physical copy and downloaded the e-book. Two weeks after the launch of the book, faith leaders came together for a common prayer for the first time after the Bosnian War.
Synopsis:
Religious differences are still the root of many conflicts around the world. Due to lack of understanding of other religions, people create opinions leading to communal hatred and violence. The Interreligious Council in Bosnia and Herzegovina wanted to tackle prejudice and raise awareness of the importance of inter-religious dialogue. The objective was to bring Christians and Muslims closer and give the world a message of peace, starting a positive conversation between people from different cultural backgrounds to promote mutual cooperation and harmony.
Campaign Description:
One Book For Peace. A book that contains the teachings of both the Bible and the Quran, where verses from each were printed next to each other to demonstrate how similar the teachings are. It focuses on topics such as One God, Peace, Justice, Love, Family Relatives and Neighbours, Sanctity of Life, Compassion, Forgiveness, Helping Others and Hope. Each chapter consists of ten verses clearly showing the similarities and explaining to the reader in a simple way that teachings on humanity may have been written differently but they truly have one voice. And thereby invite people to join the conversation about how there’s so much more that unites us than sets us apart.