2018 Winners & Shortlists

ONE POSTER FOR PEACE

Silver

Case Film

Presentation Image

ClientINTERRELIGIOUS COUNCIL IN BOSNIA & HERZEGOVINA
ProductINTERRELIGIOUS DIALOGUE
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryCommunication Design
CategoryPosters
TitleONE POSTER FOR PEACE
Product/ServiceINTERRELIGIOUS DIALOGUE
Entrant Y&R DUBAI, UNITED ARAB EMIRATES
Idea Creation Y&R DUBAI, UNITED ARAB EMIRATES
Additional Company NEW MOMENT NEW IDEAS COMPANY Belgrade, SERBIA

The Campaign

We created the One posters. A unique blend of common art forms from both Christianity and Islam. We studied the history of both religions and chose 4 common art forms such as mosaics, stained glass, door carving and calligraphy and merged their individual styles seamlessly to create one poster. The art forms were adapted from churches and mosques around the world and brought together in a timeless fashion to show that there's so much more that unites us than sets us apart.

Creative Execution

The One posters were adapted from various churches and mosques around the world. The Byzantine mosaics of Palatine Chapel of Italy were merged with the Girih pattern mosaics of Bibi Khanym Mosque in Uzbekistan. The stained glass windows from Selimiye Mosque in Turkey were merged with Cocteau’s stained glass windows of Église Saint-Maximin de Metz in France. The doors are inspired by the Hasan 2 Mosque of Morocco and San Augustin Church of Philipines. And the calligraphy has been brought together from the inscriptions on Wazir Khan Mosque in Pakistan and St. Martin's Church in England. Elements of both religions from different corners of the world were brought together on a poster which also became a sleeve for the One Book, a book that shows the similarities between the teachings of the Bible and the Quran. .

Indication of how successful the outcome was in the market

The campaign received a total of 53 million impressions. From sending the posters to influential leaders like Pope Francis, Antonio Guterres and Donald Trump, to placing it in between the church and the mosque, we reached 96% of the total population of Bosnia and Herzegovina, and 100% of its online population. The posters are now being promoted at peace conferences across Europe, Middle-east and Asia. Two weeks after the launch, faith leaders came together for a common prayer for the first time after the Bosnian War.

The ONE Poster was designed as a message of peace from the Interreligious Council in Bosnia and Herzegovina in an attempt to reduce religious prejudice and promote interreligious dialogue. We chose art forms as a medium because art sees no one religion greater than the other. It is an expression that has been used by both religions equally to express their ideology and that itself is unifying factor that brings all humans together. By merging these art forms, 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
Georges Barsoum Y&R Dubai CEO
Jasmina Nikolic New Moment New Ideas Company Client Service Director
Binnu Cherian Y&R Dubai Print Production Head
Kapil Bhimekar Y&R Dubai ACD
Sam Eid Y&R Dubai Head of Production
Kalpesh Patankar Y&R Dubai Executive Creative Director
Michael Crozier Dusk Studio Illustrator