28th Nov 2012
Last night, Leo Burnett Chicago took home the first-ever D&AD White Pencil for the "Recipeace" campaign. D&AD’s White Pencil is a new strategy designed to harness the power of creativity and to effect real and positive change in the world. Together with Peace One Day, Leo Burnett Chicago's Recipeace initiative was created to invite folks to bury the hatchet over a meal in celebration of International Peace Day on September 21.
D&AD’s 2012 White Pencil brief tasked the world’s creative communities to establish and cement September 21 as a day of global peace. Submissions were evaluated based on the foundational creative idea, and the strategy that would drive the initiative forward. Altogether, nineteen campaigns were shortlisted for the honor including Leo Burnett London’s “Missile for Peace” initiative.
“We – the creative community – have the tools and talent to create big, bold and scalable ideas that have the power to change the planet for the better,” said Mark Tutssel, Chief Creative Officer, Leo Burnett Worldwide. “I applaud D&AD for creating the White Pencil challenge and inspiring the global creative community to make a difference. I am incredibly honored that Leo Burnett Chicago's campaign for Peace One Day ‘Recipeace’ earned the inaugural White Pencil.”