ONE DAY CEASEFIRE

Short List
ClientPEACE ONE DAY
ProductPUBLIC SERVICE
EntrantOGILVY & MATHER SHANGHAI, CHINA
Type of EntryBranded Content & Entertainment
CategoryA08. Best Use or Integration of Gaming
TitleONE DAY CEASEFIRE
Product/ServicePUBLIC SERVICE
Entrant Company OGILVY & MATHER SHANGHAI, CHINA
Contributing Company OGILVY & MATHER SHANGHAI, CHINA
Contributing Company 2 CMUNE Beijing, CHINA

The Campaign

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.

For 24 hours we stopped violence in one of the most violent communities on the world. Hundreds of thousands of lives were saved. (ok, avatars) The campaign was extremely well received by the community, gaining thousands of 'likes' and 'shares' Thousands took part in the in-game competition and 'capped' peaceful images and shared them on the site.

Credits

Name Company Position
Martin Latham Ogilvy/Mather Advertising Shanghai Associate Creative Director
Fiona Chen Ogilvy/Mather Advertising Shanghai Creative Director
Francis Wee Ogilvy/Mather Advertising Shanghai Executive Creative Director
Graham Fink Ogilvy/Mather Advertising Shanghai Chief Creative Officer