| Brand | PEACE DAY |
| Product/Service | PEACE DAY |
| Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Category | Public Health & Safety, Public Awareness, Fundraising and Appeals |
| Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Production Company: | FILMWORKS Dubai, UNITED ARAB EMIRATES |
Credits |
| Executive Creative Director | Malek Ghorayeb |
| Copywriter | Nabil Rashid |
| Agency Producer | Basma El-Mujtahed |
| Art Director | Dima Kronfol/Samer Lahoud |
Brief Explanation
September 21 is the UN recognized International Day of Peace and Cease Fire Day. Yet few in the Arab world have ever heard of this day. A group of individuals in the UAE from a multitude of professional backgrounds and nationalities came together to support the cause and raise awareness.
In a very limited period of time, we were able to unite a large group of national and international companies behind our cause. The result was a series of short films exploring perceptions of peace and war, a print campaign featuring real children and their views, radio/PR and a website that brings it all together. We also held two main events: a film screening of “Peace One Day” and a mall stand that got us 10,000 signatures from the UAE nation backing our cause.