SHANGHAI, September 21, 2012 - Ogilvy & Mather Advertising/Shanghai and Beijing-based 3D social games developer Cmune today announced “One Day Ceasefire,” a new online social gaming campaign to raise awareness for Peace Day, a day that calls for global ceasefires and non-violence so that aid organizations may carry out life-saving work. During the 24-hour run which began today at 9 AM Beijing time, this pro bono campaign will reach millions of online gamers worldwide through UberStrike, the most popular first-person shooter (FPS) and 3D game on Facebook, created by Cmune.
The campaign aims to show support for and solidarity with non-profit organization Peace One Day’s mission to take wide-scale community action to end violence in the lives of people worldwide.
When UberStrike players log on today they will see an option to disarm and wave a white flag in support of Peace Day instead of their usual array of weaponry. Players will be invited to submit the most creative screen captures of their avatars holding up peace flags to win virtual in-game prizes.
O&M China Chief Creative Officer Graham Fink said, “We came up with the idea that if we can stop the violence in the online community - where more blood is shed than any other - then we can stop it anywhere. This partnership with Cmune is an amazing coup that sends a very strong message of peace which we hope will lead to the largest virtual global reduction of violence ever recorded on a single day.”
Visit Cmune’s UberStrike Facebook page: http://www.facebook.com/uberstrike
Project title: “One Day Ceasefire”
Brief: To grow awareness of and participation in Peace Day on September 21
Production Partner: Cmune
Creative agency: Ogilvy & Mather Advertising/Shanghai
Chief Creative Officer: Graham Fink
Executive Creative Director: Francis Wee
Creative Directors: Fiona Chen, Martin Latham
Exposure: Online social gaming
For photos or more information, please contact:
Ogilvy & Mather China
+86 (10) 8520 6223
Ogilvy & Mather
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