The United Nations

The UN International Day of Peace had been a well meaning event that hadn’t attracted much attention. We set out to change that. With only a small budget we catalyzed established celebrities and new media influencers alike  with one simple message: #forgiveforpeace.

We created a logo and a look and feel, but to get it to spread through social media we knew we needed some sort of device that people can share: have people tear papers with words like “violence”, “conflict” and “revenge” and show the hashtag #forgiveforpeace.

We launched with this video that I shot and edited:

The response was huge.

From there, with the cooperation of several generous OOH media companies, we expanded the campaign into billboards.

More Work