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Leo Burnett's D&AD White Pencil Missile for Peace

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Campaign urges public to obliterate hate

Leo Burnett's D&AD White Pencil Missile for Peace


Leo Burnett London has risen to the challenge set by the new D&AD White Pencil Award, along with non for profit organisation Peace One Day, to make Peace Day on Friday 21st September unmissable and unforgettable.
This is a fully integrated campaign that has involved talent from across the Leo Burnett London Group – driven by their recently launched change for good entity named Change. The result is a Missile for Peace in response to the call for action against negativity. The idea is for thousands of people to contribute to the project, to take a stand and fill the iconic missile with hate, via tweets, before it is launched thousands of feet high in the sky and destroyed, inciting peace in its wake. 
The campaign includes a website, OOH, and social media and aims to promote a new angle on peace, highlighting the fact that it's not only about ending conflict and war, but also about eradicating the hateful stuff we see around us every day, from racism and corruption to online ‘trolling’.
A parade led by a military vehicle will take place around Central London today,  Monday 17thSeptember, to raise awareness of the Peace Missile, encouraging the public to submit hate they think the world would be better without by tweeting using #obliteratehate. The twitter hashtag and the account @MissileForPeace launch today, as well as a micro-site
To take part, tweet what you would like to obliterate to make the world a better place, using #Obliteratehate and follow the initiative on twitter @MissileForPeace or visit the website at
The online presence means that this isn't just for Londoners; anyone anywhere in the world can get involved quickly and easily and join the conversation about Peace One Day.
Roy Trzeciak-Hicks, founder of East Anglia Amateur Rocketry Society and Eclipse Rockets, and his son have built the 20-foot missile. A 'making of' film is live on the microsite with images from the parade and further activity to be added to during the week. 
The missile launch will take place in a field in Cambridge, and will be screened in Central London as well as being shown on, at 7.30pm on Friday 21st September.
Giles Hedger, Group Managing Director and Chief Strategy Officer, Leo Burnett Group, said: “With the public sector temporarily quiet in the UK, Leo Burnett has channeled its significant expertise into a new branded entity called, straightforwardly, Change. Change was conceived in 2011 and is already working with clients on assignments as diverse as pregnancy health, cocaine abuse and the human rights of children. The White Pencil brief is being answered by the Leo Burnett London Group as a whole, but with Change as the consultancy brand at the heart of the project.”
He continues: "What began as an awards entry has turned into a live and compelling campaign that the whole group has lent its expertise to although this is the first time we have launched a missile in the name of world peace. Let the catharsis begin."
All media has been donated on a pro-bono basis by JCDecaux and Rocket, and includes two of the most high profile digital poster sites in the UK on the M4 and Cromwell Road.
Creative Agency: Leo Burnett
Executive Creative Director: Justin Tindall
Creative: Steve Robertson
Creative: Laurie Smith
Creative: Jackie Lynch
Agency Producers: Emma Bewley, Hannah Boase
Project Team: Alice Hooper, Kit Patrick, Ben Lunt, Zoe Attenborough, Richard Henderson, Hannah Graff
Micro-site: Ravi Chandwani, Ryan Dilley, Nikolas Dowlet at Airlock
Social Media: Ben Moore at Holler
Events: Emma Flynn & Isobel Hooper at Arc
'Missile Launch' Film
Director: Sam Strickland
Editor: Paul Trewartha
'Making of the Missile' film and 'Missile Parade' assets
Director: Ian Robinson
Editor: Geoff Webb
Photography: Rob Cooling, Stephen Attree
Print and Digital Advertising
Designer: Andy Allen
Retouching: Darren Grieves at Mundocom UK
Media Planning: JCDecaux & Rocket
Media Spend: Pro-bono


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Leo Burnett London, Mon, 17 Sep 2012 10:45:24 GMT