| Title | ONE DAY CEASEFIRE |
| Brand | PEACE ONE DAY |
| Product / Service | PUBLIC SERVICE |
| Category | A08. Best Use or Integration of Gaming |
| Entrant | OGILVY & MATHER SHANGHAI, CHINA |
| Entrant Company | OGILVY & MATHER SHANGHAI, CHINA |
| Contributing Company | OGILVY & MATHER SHANGHAI, CHINA |
| Contributing Company 2 | CMUNE Beijing, CHINA |
| 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 |
This campaign appeared on Facebook and therefore took place across many regions.
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.