2018 Winners & Shortlists

ONE BOOK FOR PEACE

Gold
Client/BrandINTERRELIGIOUS COUNCIL IN BOSNIA & HERZEGOVINA
Product/ServiceINTERRELIGIOUS DIALOGUE
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryDesign Craft
CategoryLogo Design
Idea Creation Y&R DUBAI, UNITED ARAB EMIRATES
Additional Company NEW MOMENT NEW IDEAS COMPANY Belgrade, SERBIA

The Campaign

The ONE Book puts the teachings of the Bible and the Quran next to each other to demonstrate how similar they are. Verses from each were printed side by side and focused on ten topics to show how much the teachings are alike - One God, Peace, Justice, Love, Family Relatives and Neighbours, Sanctity of Life, Compassion, Forgiveness, Helping Others and Hope. Each chapter has ten verses, and each verse gives the layman a clear understanding of both religions. That’s how we began the conversation about how there’s so much more that unites us than sets us apart.

Creative Execution

To retain the holiness of the Holy Bible and the Quran, the book was designed simply and minimalistically. Graphic icons for each religion also come together to form our logo. The typography used for chapter verses was designed to signify ‘Words of God’. The verses were placed side by side, making it clear how similar they are. Once unfolded, the sleeve of the book becomes a poster that summarized the chapters from the Bible and the Quran. Please take a look at the physical copy to feel the experience.

Indication of how successful the outcome was in the market

One Book for Peace received a total of 53 million impressions.Right from the launch on Aljazeera Balkans, to sending the books to influential leaders like Pope Francis, Antonio Guterres and Donald Trump, to releasing the book on Twitter, we reached 96% of the total population of Bosnia and Herzegovina, and 100% of its online population. People from every continent visited our website, requested a physical copy and downloaded the e-book. Two weeks after the launch of the book, faith leaders came together for a common prayer for the first time after the Bosnian War.

The ONE Book was designed as a message of peace from the Interreligious Council in Bosnia and Herzegovina in an attempt to end religious prejudice and promote interreligious dialogue. We created a book because all religions are governed by their holy books. And since we were uniting 2 religions, we decided to keep the book as the main campaign element. By doing so, we could target people from all over the world and spread this message of peace.

Credits

Name Company Position
Kalpesh Patankar Y&R Dubai Executive Creative Director
Sambhav Khandelwal Y&R Dubai Copywriter
Vineet Parrikar Y&R Dubai Art Director
Georges Barsoum Y&R Dubai CEO
Zarko Sakan New Moment New Ideas Company Managing Director
Lazar Sakan New Moment New Ideas Company Creative Manager
Jasmina Nikolic New Moment New Ideas Company Client Service Director
Goran Rudinac New Moment New Ideas Company Head of Digital
Mirnes Kovac Freelance Journalist
Muhamed Fazlovic Freelance Theologian Islam
Pavle Mijovic Freelance Theologian Christianity
Binnu Cherian Y&R Dubai Print Production Head
Sam Eid Y&R Dubai Head of Production
Kalpesh Patankar Y&R Dubai Executive Creative Director
Ryan Atkinson Freelance Designer
Prabhilash Purushothaman Y&R Dubai Studio