Peace One Day - "Shoot Goals Not Guns"

Ogilvy China

Ogilvy China Shanghai, China

7702

Title	Shoot Goals Not Guns
Agency	Ogilvy China
Campaign	Shoot Goals, Not Guns
Advertiser	Peace One Day
Brand	Peace One Day
Date of First Broadcast/Publication	2014 / 9
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	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.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.
Problem	To promote awareness of International Peace Day throughout China.
Media Type	Case Study
Length	60 seconds
Chief Creative Officer	Graham Fink
Creative Director	Rocky Hao
Creative Director	Jody Xiong
Art Director	Jody Xiong
Designer	Peng Bin
Designer	Allen Wang
Designer	Marx Zhu
Copywriter	Rocky Hao
Production Company Producer	Charlie Macpherson
Production Company	Hogarth
Photographer	Keno Zhao
Editor	Judy Luo
Editor	Mark Ng