Cannes Lions

MISSILE FOR PEACE

LEO BURNETT LONDON, London / PEACE ONE DAY / 2013

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Overview

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Overview

Execution

Hate is the enemy of peace. So we started a campaign to rid the world of hate. Our idea was to take a weapon of hate, and use it to destroy itself.

Using Twitter and missileforpeace.com, we invited people to consider what stood in the way of world peace, so they could nominate it for destruction in spectacular style – by uploading it to a real 20-foot Missile For Peace that would be launched and obliterated 3,000 feet high in the sky on September 21st – creating a thought-provoking annual act of catharsis every Peace Day.

Outcome

The response was global. Twitter participants came from all corners of the globe: from Antwerp to Casablanca, Lebanon to Malaysia, Belfast to Beirut, Bogota to Burdistan, Hong Kong to Monterray, Mexico to New Orleans, Singapore to Sydney, Vienna to Seoul, Sao Paolo to Brasilia, Barcelona to Riyadh and beyond. And the tweets were no empty gesture: we learned that discrimination and religious intolerance were regarded as the primary enemies of peace. It seemed that the idea of obliterating hate had no boundaries.

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