Cannes Lions

PEACE DAY, SEPTEMBER 21ST

LEO BURNETT CHICAGO, Chicago / PEACE ONE DAY / 2014

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Overview

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Credits

Overview

Description

A key problem Recipeace faces is that as people join the movement they are unsure how to spread the campaign’s mission of promoting peaceful interaction over food on Peace Day. We needed to create a way to educate and empower people to do that.

Execution

The hand-drawn illustrations on the ingredient cards add a human component to re-emphasize our connection to food, while the photography on the recipe cards ties into the historical stories. The decision to make them postcards allows them to be easily shared and stored as recipe cards, just as you would a Peace Meal.

Outcome

The Recipeace Peace Kit is being leveraged as a key element to building awareness for Peace Day in the 2014 calendar year. As a result, by the time of this submission only a handful of kits have been produced and delivered to enthusiastic key partners. Over 500 boxes have been produced and will be distributed as we move closer to Peace Day, September 21st.

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