Why 'Peace Star' shone bright for Saatchi & Saatchi, Sydney at D&AD White Pencil Awards

peace star.jpgAs revealed by CB last week, Saatchi & Saatchi Sydney was the only Australasian entry to make the cut at the inaugural D&AD White Pencil awards in London, with a brave and audacious campaign to launch a satellite into space.

The campaign is one of just eight entries globally to be given "in-book status" for the award - voted for by D&AD's awarded members. Saatchi & Saatchi Sydney is the only agency from Australasia to receive this honour.

The-Peace-Star.jpgThe brief was to create global awareness of Peace Day, and to maintain this awareness on an
ongoing basis. To spread the message of Peace Day in a way that was impossible to ignore,
Saatchi & Saatchi Sydney looked to the skies for inspiration, devising a prominent annual
feature the whole world could see.

The agency proposed launching a 'Peace Star' satellite into space, using simple and available

Saatchi & Saatchi Sydney ECD Damon Stapleton says the objective of the Peace Star was to
bring the global community together to celebrate Peace Day.

Says Stapleton: "It may sound crazy, but launching a satellite is actually completely achievable and not very expensive, There are already over 35,000 satellites orbiting earth.

"We wanted to encourage interaction both locally and globally. Local communities could gather together to view the star - and hopefully build new connections and discuss world issues with their friends and neighbours. On a global level, the world could interact on Twitter to see updates and share their experiences."

The satellite would feature prominent LED lighting, which could be activated remotely once a
year on Peace Day. The lights would make it a dazzling feature in the night sky.

The Peace Star would complete a 24 hour orbit of the earth, allowing everyone on the planet
to see it on the same day.

The White Pencil is awarded to a creative idea with the potential to effect real change in the
world. The brief was to solve a communications problem for a non-profit organisation or
established cause. The idea should demonstrate the capacity to raise awareness and change
behaviour around that cause.

The award was won by Leo Burnett Chicago for their project Recipeace, a social movement designed to bring people together over a shared meal.

The winner was selected by an esteemed panel of judges at the Royal Institute in London, chaired by Lord David Puttnam, and was awarded last Tuesday (27 November, 2012).

Follow the Peace Star campaign on Twitter here


shame said:

This would have had a real shot at winning if you'd actually bothered to make it. Bit pointless doing a case study that says how easy and do-able it is, but not having the wherewithal to make it really happen. Seems half arsed. Nice thought, but I'm pretty sure the competition stated that it had to be a real act, rather than just an idea.

Manno said:

@shame You're wrong. The competition clearly stated that they were looking for ideas. And that you didn't have to have executed it already.

shaking of the head said:

Well come back to us when you execute something Saatchis.


Australian agency? said:

Why do Aussie agencies use British voiceovers for their entry videos?

Sorry, why don't Aussie agencies employ Aussies?

@Australian agency said:

You sir,sound like bigot.
Sorry, an unawarded bigot.

Boyband said:

Nice work Saatchi! Forget the haters. It's a solid idea and that's what the brief called for. Carry on.

Trippy2 said:

Very cool idea. Well deserved in book boys!

shame said:

Sorry, not dissing your idea or your achievement. But I honestly think if you'd gone and done it, you'd have won. Because it's a better idea than the peace meal thing, which won and which was done for real.

AK said:

Ideas are nothing without execution... What a pointless exercise...

Teepee said:

@AK but that's how earth hour started. This is a similar initiative. Read the brief before you post comments.

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