ASIA-PACIFIC – CHINA, SEPTEMBER 26, 2012 – ‘One Day Ceasefire’, an online social gaming campaign was launched on September 21, Friday, by Ogilvy & Mather Advertising/Shanghai and Beijing-based developer Cmune.
The campaign was executed on UberStrike, the most popular first-person shooter and 3D game on Facebook. It ran for 24 hours beginning 9 AM Beijing time on Friday, offering UberStrike players an option to disarm and wave a white flag in support of Peace Day. Players were invited to submit the most creative screen captures of their avatars holding up peace flags to win virtual in-game prizes.
One Day Ceasefire aims to show support for non-profit organization Peace One Day’s mission to end violence in the lives of people worldwide.
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.”
