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 thereby invite people to join the conversation about how there’s so much more that unites us than sets us apart.

Creative Execution

The book was launched on a prime time show on Al Jazeera Balkans to spread the message of peace to the world. Soon it featured on all leading news channels and received over 150 announcements in the Balkans region alone. The book was shared online through the OneShare platform, geotargeting keywords of issues with verses from the book about love, hope and peace. We found a common pathway between the church and the mosque where we placed our ONE book audio poster. The poster played the verses from the Bible and the Quran, encouraging people to visit the website to listen to the full book and download the audiobook or e-book. On YouTube, our video received over a million views.The One Book touched 53 million hearts globally, which is 17 times the population of Bosnia and Herzegovina.

Describe the success of the promotion with both client and consumer including some quantifiable results

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. 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.

Explain why the method of promotion was most relevant to the product or service

The ONE book was launched on a prime time show on Al Jazeera. We created OneShare platform, we geotargeted messages of love, hope and peace to negative messages online. We found a common pathway between the church and the mosque where we placed our ONE book audio poster which played the book through the One radio channel, encouraging people to visit the website and order a physical copy or download the audiobook or e-book. The ONE book reached 53 million hearts, which is 17 times the population of Bosnia and Herzegovina.

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. The idea brings the believers of both Islam and Christianity together to witness the teachings of each. One gets the view of the other, thus making everyone realize that the teachings are remarkably similar. And to simplify it, ten topics were focused on, and verses related to them were explained next to each other.

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