2018 Winners & Shortlists

ONE BOOK FOR PEACE

Client/BrandINTERRELIGIOUS COUNCIL IN BOSNIA & HERZEGOVINA
Product/ServiceINTERRELIGIOUS DIALOGUE
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntrySectors
CategoryPublic Sector
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. Each chapter consists of ten verses clearly showing the similarities and explaining to the reader in a simple way that teachings on humanity may have been written differently but they truly have one voice. And by reaching out to people in Bosnia and Herzegovina and other countries that are experiencing humanitarian migration crises, we began a conversation about how there’s so much more that unites us than sets us apart.

Execution

The ONE book was presented to Al Jazeera Balkans requesting them to promote it on their channel. The idea was highly appreciated by them, so much so that they offered to launch it on their prime time show ‘Kontekst’. On 11th April, the book was launched and that led to a series of other news channels featuring our campaign. Over the course of 3 weeks, the concept video received more than a million views, touching over 53 million hearts globally, which is 17 times the population of Bosnia and Herzegovina.

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 online, 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.

The Situation

#OneBookForPeace is an idea that unites the teachings of Islam and Christianity to show how similar they are. It is an idea that was created to bring Christians and Muslims closer and reduce prejudice. The book was launched on a prime time show on Al Jazeera Balkans, and was further featured on over 150 news platforms. The ONE book was also sent to influential leaders including Pope Francis, the Dalai Lama, Donald Trump, UN Chief Antonio Guterres and Oprah Winfrey. The One book touched 53 million hearts globally, which is 17 times the population of Bosnia and Herzegovina.

The Strategy

The ONE book is targeted towards people with prejudices. They may be young adults or old people, men or women. They are individuals who grew up in communities with a strong opinion about other religions. That’s why the book was launched on a prime time show on Aljazeera Balkans, along with the OneShare platform online, where pages of the book were geotargeted to negative messages in real time. The plan was to target every conversation that is related to religion and humanity and invite people to join the conversation about how there’s so much more that unites us than sets us apart.

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