Recipeace wins D&Ad White Pencil 2012

Recipeace, a project developed at Leo Burnett Chicago, has won the first D&AD White Pencil, an award for an idea that has a genuine social impact. D&AD’s 2012 White Pencil brief tasked the world’s creative communities to establish September 21 as a global self-sustaining annual day of peace. Entries were evaluated on criteria including the fundamental creative idea, determination and the ability to drive the creative idea forward. Leo Burnett Chicago’s “Recipeace” campaign, in coordination with Peace One Day, was designed to bring people together over a shared meal in celebration of International Peace Day on September 21. The campaign included a website,, a range of peace meals to inspire peacemaking diners around the world, and a list of participating Chicago restaurants. A set of print and out of home advertisements captured the Recipeace concept by transforming weapons into ingredients of peace meals.

Recipeace bottle

Click on the image below to play the Recipeace video.

Recipeace Bomb advertisement
Recipeace Bomb advertisement
Recipeace Mushroom cloud advertisement
Recipeace Machette advertisement
Recipeace Bullets advertisement
Recipeace Grenade advertisement
Recipeace site
Recipeace site

“This was a daunting brief. Peace? When everywhere we look from the Middle East to the gangs in our own city, we see violent conflict? We knew we needed a big idea we could build on year after year. That’s how ‘Recipeace’ was born,” said Susan Credle, Chief Creative Officer, Leo Burnett USA. “Asking people to come together over food to solve conflict seemed simple but when we thought about the ask, like the brief, it also seemed quite daunting. But Peace Day seemed the perfect place to start. The hope is year upon year, more people will come together over food to solve their differences.”

The shortlisted projects for the inaugural D&Ad White Pencil were Blood Relations by Baumann Ber Rivnay Saatchi & Saatchi, israel loves iran by Shenkar Israel, Open WiFi for POD by LOWE-SSP3, Soldiers For Peace by Manic Design, Peaceful Countries by Droga5, Recipeace by Leo Burnett Chicago, A gift of peace from Tohoku by McCann Healthcare Worldwide Japan, The Peace Flag by Ogilvy & Mather London, Peacing Together by Landor Associates, United Kingdom, The Peace Medal by Design Bridge, Concert 4 Peace by Y&R, Peace Star by Saatchi & Saatchi, Make Your Peace Day by BBH, Create A Master Peace by Pearlfisher, Peace Bond by law & kenneth, Peace Day Baby by Red Bee Media, The Peace Button by Havas WW, CEASE FIRE by Ogilvy & Mather Advertising, Shanghai, Missile for Peace by Leo Burnett London.