Direct > Best Use of Direct Marketing

RECIPEACE

LEO BURNETT CHICAGO, Chicago / PEACE ONE DAY/D&AD / 2013

CampaignCampaignLayout(opens in a new tab)
Presentation Image
Case Film
1 of 0 items

Overview

Credits

Overview

ClientBriefOrObjective

In a world of increasing violence, Peace One Day asked us to raise awareness for Peace Day, September 21st. This led us to create Recipeace, a movement that brings conflicting people together over food.

This campaign was created to bring people in strife – who were previously non-participants of Peace Day – to the table to settle their differences over a shared meal on that day.

Execution

Recipeace started at the dinner table where each campaign element was designed to turn ordinary meals into peace meals. These elements included: the truce place setting that invited conversation about settling differences, the olive oil bottle that shared the peaceful symbolism of the olive branch and encouraged people to break bread together, as well as table tents and check presenters that juxtaposed the choice between settling a conflict over food or with violence. Each element drove to RecipeaceDay.org, where participants pledged for peace, tweet who should come together over food, and learn more about creating peace meals of their own.

Implementation

History is filled with examples of food bringing feuding people together in peace, like when opposing soldiers in WWI stopped fighting on Christmas Eve and shared plum pudding. Examples like this identified a basic human truth and offered a unique insight: food can lead to peace by bringing people together.

Outcome

Recipeace launched in Chicago, and in under four weeks, was embraced by hundreds of restaurants, grocers, chefs, and foodies, who each used the campaign elements to spread the word to the general public. From there, the campaign grew through websites, publications, and people around the world. Ultimately, Recipeace generated over 2.3 million earned media impressions, thousands of tweets worldwide, and countless peace dinners throughout Chicago. More importantly, millions were made aware of Peace One Day’s mission, and the global community came closer to achieving peace, one meal at a time.

More Entries from Ambient Media: small scale in Direct

24 items

Grand Prix Cannes Lions
DUMB WAYS TO DIE

Best Integrated Campaign Led by Direct Marketing

DUMB WAYS TO DIE

METRO TRAINS, McCANN MELBOURNE

(opens in a new tab)

More Entries from LEO BURNETT CHICAGO

24 items

Grand Prix Cannes Lions
VAN GOGH'S BEDROOMS: LET YOURSELF IN

Creative Effectiveness

VAN GOGH'S BEDROOMS: LET YOURSELF IN

ART INSTITUTE OF CHICAGO, LEO BURNETT CHICAGO

(opens in a new tab)