| Title | ONE DAY CEASEFIRE MEDIA A A09 |
| Brand | PEACE ONE DAY |
| Product / Service | PUBLIC SERVICE |
| Category | A09. Best Use of Social Media Marketing |
| Entrant | OGILVY & MATHER SHANGHAI, CHINA |
| Entrant Company | OGILVY & MATHER SHANGHAI, CHINA |
| Advertising Agency | OGILVY & MATHER SHANGHAI, CHINA |
| Media Agency | 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 |
For 24 hours we stopped violence in one of the most violent communities on the world. 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.
Cmune's Uberstike game was the perfect partnership for this idea. Sitting within the Facebook site it provides an easy way to communicate not just with the Uberstrke community, but spread the message of peace to a wider audience outside our primary community.
The main objective of this campaign was to spread increase awareness of Peace day, 21st September. We decided to target a community who are surrounded by violence on a daily basis, the online gaming community. What better way to communicate the message of peace than restricting violence?