Every year, Interbrand embraces the power of creative bravery as a force for good, which is why, this holiday season, we partnered with the UK non-profit Peace One Day. Due to the organization’s efforts, in 2001, the United Nations unanimously adopted the first-ever annual day of global ceasefire and non-violence on September 21.
This year, we’ve mobilized our creative teams across 17 offices around the world to participate by coming up with a creative concept, activating it through inspiring posters and videos, and taking them to the streets to inspire others. The objective? To envision a solution to making peace a reality 365 days of the year, and to raise awareness of Peace One Day as an organization and the International Peace Day on September 21.
See each of our office’s creativity in action:
Interbrand New York
“Peace One Day is our vision. It’s the promise of a better world. We can all attain it every day through small acts that make a big difference – every thank you, Tweet, post, and petition. Every day. Peace by peace.” – Spencer Seligman, Interbrand designer. Interbrand New York came to the idea of peace by peace – playing on the common phrase “piece by piece” – as a way to break down the overwhelmingly large and abstract notion of “peace,” and show it as something attainable by anyone through small achievable actions. The visual story came right in tandem: the New York team wanted to express the classic peace symbol as a group of individual parts, but also as a hope not yet achieved.
For many, the coldest and darkest months can be some of the warmest and brightest. Yet for others, it’s impossible to press pause on conflict. Sadly, war, domestic abuse, gang violence, and personal feuds rarely take a break over the festive season. This year, the London office decided to make the most of this time of good will, and turn the spotlight on to Peace One Day, a non-profit organization that aims to help make peace a year-long reality for everyone.In a pastiche of the classic holiday card, our campaign takes phrases of festive cheer and turns them on their heads. Showing that for many people around the world, these well-known festive messages simply don’t apply, and so inviting people to reflect on how they personally can help spread peace and joy at this most wonderful time of the year.
The Seoul office Incorporated the word ‘peace’ in everyday idioms to make peace one day a reality. The ‘peace by piece’ puzzle visual is inspired by the notion that if each and every person plays their part, collectively they can make Peace One Day a reality. The ‘Piece of mind’ visual plays with the idea that if people have peace in their minds and act upon it, they can actively achieve peace.
The inspiration behind Interbrand Milan’s concept comes from the idea that we’d be one step closer to making peace a reality if we all challenged our perceptions of the world around us. That way, we would truly understand people and ideas that are different, and often times, difficult to accept. After all, that’s the foundation where peace begins.
If people simply adopted a broader point of view, one that is more globally-oriented, they could better understand what it is like to live in a country devastated by war and climate change catastrophes. If we all did that every day, the world would be a much better place. Our poster therefore expresses the following:
The Interbrand Mumbai office utilized a powerful play on words for its campaign, developing on the concept of ‘small change, big difference’ by showcasing how if you just take out a letter or part of a word, the entire meaning can be flipped – from something conflict-oriented to something peace-provoking.
Peace One Day’s objective is to institutionalize Peace Day, making it a day that is self-sustaining, an annual day of global unity, a day of intercultural cooperation on a scale that humanity has never known. The Cincinnati office’s concept for these posters centers around the idea of Take a piece to make peace. Each poster starts with a negative/unpeaceful word created from a perforated grid of squares. Each square of that contains a unique positive complement (which were also stickers). The team’s goal was for the negative word to be taken apart piece by piece, so that each small act of kindness revealed something more beautiful/peaceful behind it. Hate becomes Love, War becomes Peace and Bully becomes Friend.
The Tokyo office’s concept represents war and violence, however, by changing the gun muzzle to a heart, it unleashes a counter barrage of peace and tolerance. Tearing down walls and healing divisions are essential. The foreground figure is devastated that they have yet to achieve peace every day. The campaign creates awareness that there is a dedicated organization aiming to achieve peace 365 days a year, every year.
Interbrand Sao Paulo
Peace starts with individual action.Sao Paulo wanted to provoke reflection about people’s attitudes, how they can make the world a better place for all, and influence others to do the same. Through posters set in public spaces with a mirrored surface, the concept invites people to look at the mirror and face how they can contribute to making peace a reality every day.
ABOUT PEACE ONE DAY:
19 years ago, the non-profit Peace One Day set out to change the world. It has certainly made many strides forward. Due to its efforts, in 2001, the United Nations unanimously adopted the first-ever annual day of global ceasefire and non-violence on September 21. 10 years ago, the non-profit recorded a 70% reduction in violent incidents in Afghanistan. It also immunized 4.5 million children against polio in the war-torn country. Since then, it has instigated humanitarian and life-saving activities all over the world, contributing towards peace-building, development and aid.
Peace One Day’s ambassadors include the likes of Jude Law, Sir Michael Caine, Michelle Rodriguez, Forest Whitaker, Bonnie Wright and Sir Clive Woodward, and its corporate sponsors who offer their ongoing invaluable support include Unilever, Univa Capital, Milbank and Tatatu.
Read more about our partnership with Peace One Day here.