2018 Winners & Shortlists

ONE BOOK FOR PEACE

Client/BrandINTERRELIGIOUS COUNCIL IN BOSNIA & HERZEGOVINA
Product/ServiceINTERRELIGIOUS DIALOGUE
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryInnovation
CategoryCreative Innovation
Idea Creation Y&R DUBAI, UNITED ARAB EMIRATES
Additional Company NEW MOMENT NEW IDEAS COMPANY Belgrade, SERBIA

The Campaign

One Book For Peace. A book that contains the teachings of both the Bible and the Quran, where verses from each were printed next to each other to demonstrate how similar the teachings are. It focuses on topics such as One God, Peace, Justice, Love, Family Relatives and Neighbours, Sanctity of Life, Compassion, Forgiveness, Helping Others and Hope. To spread the book online, we converted each of the 100 pairs of verses into messages. We created OneShare platform which used Dialogue Flow technology to find keywords of issues online and geo-target them with messages of love, peace and hope. That's how we tackled prejudice online and showed people how there’s so much more that unites us than sets us apart.

Creative Execution

We extensively studied the Bible and the Quran with the help of two theologians, and filtered 10 topics with 10 similar verses from each. We printed these verses next to each other to show how similar they are, innovating a unique way to tackle prejudice among people. To spread the book online, we converted each of the 100 pairs of verses into messages. We created OneShare platform which used Dialogue Flow technology to find keywords of issues online and geo-target them with messages of love, peace and hope. That's how we tackled prejudice online and showed people how there’s so much more that unites us than sets us apart.

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 initializing OneShare platform, 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. We even got a letter of acknowledgment from the Prime Minister of UK, Theresa May, encouraging us to continue spreading this message of peace. Two weeks after the launch of the book, faith leaders came together for a common prayer for the first time after the Bosnian War.

One Book For Peace is a book that contains the teachings of both the Bible and the Quran, where verses from each were printed next to each other to demonstrate how similar the teachings. The book was sent to influential leaders such as Pope Francis, UN Chief Antonio Guterres and President Donald Trump. To spread the book further we created the OneShare platform, an online mechanism to geo-target verses from the book to people who are tweeting negative thoughts online.

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