Leo Burnett wins inaugural D&AD White Pencil

Leo Burnett Chicago has won the inaugural D&AD White Pencil Award, with its Recipeace project, aimed at bringing people together over a shared meal.

The White Pencil, which was launched last year, is aimed at recognising ‘the power of creative communications to effect change for good’.

The brief for this year’s award was to develop a project that would promote awareness of movement Peace One Day, which has designated 21 September as annual peace day.

Recipeace advert
Recipeace advert

Live projects and campaigns were developed to be judged for the award.

Leo Burnett’s winning campaign was based on the idea of people coming together over shared meals. It was supported by collateral including place-settings, menus and an olive-oil bottle, as well as a print and online campaign.

Recipeace advert
Recipeace olive oil

Alongside the winning project were two nominations, chosen from the shortlist of 19 projects (which can be seen here and here).

The Blood Relations project, developed by Baumann Ber Rivnay and Saatchi & Saatchi, saw people on each side of the Israeli/Palestinian divide encouraged to dontate blood which could be shared to save lives on both sides.

Blood Relations
Blood Relations

The Peace Flag project, developed by Tadas Maksimovas, Aaron Fein, Leong Darren Abriel and Tadas Vidmantas, was a campaign to create a world ‘peace flag’, which involved creating and displaying white-on-white national flags to create momentum.

The Peace Flag parade
The Peace Flag parade

The student White Pencil – which was awarded for hypothetical work, rather than the live brief of the professional award – went to Olly Wood and Martin Headon, for its proposed campaign, inspired by the Christmas Day football game played during the WW1 truce, to integrate a FIFA 12 match into Electronic Arts’ Battlefield 3 game.

The Peace Day football game
The Peace Day football game

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