Each year, military conflicts around the world cost thousands of people their lives. That’s why September 21st has been declared the International Day of Peace. Awareness for this important event was critically low in China.

We designed a special 3-meter long table soccer unit. These tables were placed at indoor art galleries, outdoor plazas, office buildings, cafeterias and bars. They captured people’s attention and made them stop and play.

we created a digital game version that people could play on their mobile phones and online. In addition, there was an online retail sales channel where people could buy actual tables. 390 tables were sold in Taobao, the Chinese version of ebay. Our integrated media mix also included print magazine ads and outdoor posters.

Peace table soccer ignited discussions with TV stations, the press and across social media. It became a widespread hit that reached millions in China.

We designed a special 3-meter long table soccer unit. Instead of the usual 22 players, it had 46. Each one of the players was a miniature replica of a famous political world leader. More often than not, political leaders were responsible for beating the drums of war. We wanted them to start shooting… goals, not guns.

These tables were placed at indoor art galleries, outdoor plazas, office buildings, cafeterias and bars. They captured people’s attention and made them stop and play.

In order to extend our reach, we created a digital game version that people could play on their mobile phones and online. In addition, there was an online retail sales channel where people could buy actual life-sized replicas of the Peace soccer tables too. 390 tables were sold in Taobao, the Chinese version of ebay. Our integrated media mix also included print magazine ads and outdoor posters.

Starting by tweeting the anti-war photos and message to hundreds of political world players, Peace table soccer ignited discussions with TV stations, the press and across social media.

In the end, Peace table soccer became a widespread hit that reached millions in China. It achieved its objective of creating awareness for the International Day of Peace, delivering a serious message in a fun and memorable way.