We are a branding & design agency providing access to the freshest ideas for the brave & forward-thinking.
Work

Peace One Day — Augmented Reality App

The brief

We want to make it impossible for anyone to ignore Peace Day. The task is to grow and active with Peace Day, to make this day ubiquitous and as part of our social fabric as Valentine’s Day or Mother’s Day.
Call on the change-makers among us: those who believe in actions rather than symbols, in the practical rather than the theoretical.
Be a creative activist. Collaboration is key to Peace Day. We want to see ideas that happen and the recognition that the ability to make them happen may not rest entirely in your hands.

Proposition

Don’t let Peace Day be ignored.

Research & Inspiration

The documentary The Day After Peace shows Jeremy Gilley’s journey of establishing Peace Day . His personality inspires others as he starts all alone and achieves his goal by achieving the implementation of Peace Day by the United Nations Congress.

Leading thoughts:

“call to action"

People in the developed world have the privilege to act and help people in critical areas.

“The day will never work."

Sceptics have to stop doubting it, instead they should be part of it.

Research & Inspiration

Research: Social Media

Peace One Day has a very focused social media strategy. They use 4 main channels: Facebook, Twitter, Meetup and YouTube.

They want to push these channels, therefore analysing their activity was key.

Research: Social Media

Research: Social Media

During the 2012 Social Media Week in New York City, Jeremy Gilley made a keynote about POD’s relationship with social media.

There’s no negative buzz around peace.

“if we don’t believe in peace then we’re not going anywhere”


Young people and students have to lead the way.

Research: Social Media

Research: What is Peace?

1) The absence of war or other hostilities.
2) An agreement or a treaty to end hostilities.
3) Freedom from quarrels and disagreement; harmonious relations: roommates living in peace with each other.
4) Public security and order: was arrested for disturbing the peace.
5) Inner contentment; serenity: peace of mind.
source: http://www.thefreedictionary.com/peace

Leading thoughts:

Everyone wants Peace.

Peace means hope.

Peace means future.

Peace is not just about non-violence.

Research: What is Peace?

Strategy

At first we took the approach of utilising the different leaders of society, let them be cultural, religious, or political figures. But then we thought we should really give back the control to people. So we decided to use a domino or butterfly effect strategy to target our objectives.

This strategy idea requires a tool that is viral enough to initiate a butterfly effect in society. It can be much more effective as it will demonstrate people-power, initiating change from true grassroot levels.

Strategy

Tagline

The message that we really wanted to put across was that anyone can change the world. The impact of one individual’s actions might remain unseen, but it’s actually huge.
We decided to build the campaign around the ‘Do it for Peace’ tagline as what the Peace One Day organisation wants is to get people actually to do something on the day for Peace.

Tagline

Concept — Do it for Peace App

Our campaign is based on an Augmented Reality App that helps people who are committed to Peace to find others with the same interest. Enable them to connect with each other, and do things together for Peace Day.

The app is the campaign toolkit. It enables everyday people to actively participate in the campaign and actually build it.

It’s done by real people, with their real commitment.

The engagement is on grassroot level, utilising social media and its viral nature.

Concept — Do it for Peace App

Solution — Pitch Video Still #1

Riots
Revolutions
Protests

They all use technology and social media to bring masses together for a common cause.

Solution — Pitch Video Still #1

Solution — Pitch Video Still #2

We in the developed world can act and change things for the better for those who are hit by violent conflicts, hunger, poverty, epidemics, etc.

Solution — Pitch Video Still #2

Solution — Pitch Video Still #3

Solution: A smartphone app, that brings people together through their commitment to Peace, in an active and fun way.

Solution — Pitch Video Still #3

Solution — Pitch Video Still #4

Register, create a profile and link it to your social media channels.

What are you doing for Peace?

Solution — Pitch Video Still #4

Solution — Pitch Video Still #5

Using augmented reality and GPS coordinates to locate others using the app.

Solution — Pitch Video Still #5

Solution — Pitch Video Still #6

Find people you never knew were committed to the same cause as you.

Solution — Pitch Video Still #6

Solution — Pitch Video Still #7

Take snapshots of other activists.

Solution — Pitch Video Still #7

Solution — Pitch Video Still #8

Share your findings and the fun with your friends.

Solution — Pitch Video Still #8

Solution — Pitch Video Still #9

Real people create the campaign.

Solution — Pitch Video Still #9

Solution — Pitch Video Still #10

Get live notifications of people who are doing the same thing as you for Peace, both locally...

Solution — Pitch Video Still #10

Solution — Pitch Video Still #11

...and globally.

Solution — Pitch Video Still #11

Solution — Pitch Video Still #12

Get connected to do something for Peace! Together.

Solution — Pitch Video Still #12