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One Book for Peace

One Book for Peace | Interreligious Council of Bosnia and Herzegovina | Y&R
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basics
Industry: Media & Publishing
Media:Design & Branding
Market:United Arab Emirates
Style: Minimalism
descriptioncnen
Execution

To retain the holiness of the Holy Bible and the Quran, the book was designed simply and minimalistically. Graphic icons for each religion also come together to form our logo. The typography used for chapter verses was designed to signify ‘Words of God’. The verses were placed side by side, making it clear how similar they are. Once unfolded, the sleeve of the book becomes a poster that summarized the chapters from the Bible and the Quran. Please take a look at the physical copy to feel the experience.
CampaignDescription

The ONE Book puts the teachings of the Bible and the Quran next to each other to demonstrate how similar they are. Verses from each were printed side by side and focused on ten topics to show how much the teachings are alike - One God, Peace, Justice, Love, Family Relatives and Neighbours, Sanctity of Life, Compassion, Forgiveness, Helping Others and Hope. Each chapter has ten verses, and each verse gives the layman a clear understanding of both religions. That’s how we began the conversation about how there’s so much more that unites us than sets us apart.
Strategy

The ONE Book was designed as a message of peace from the Interreligious Council in Bosnia and Herzegovina in an attempt to end religious prejudice and promote interreligious dialogue. We created a book because all religions are governed by their holy books. And since we were uniting 2 religions, we decided to keep the book as the main campaign element. By doing so, we could target people from all over the world and spread this message of peace.
Synopsis

Religious differences are still at the root of many conflicts around the world. Due to lack of understanding of other religions, people create opinions leading to communal hatred and violence. The Interreligious Council in Bosnia and Herzegovina wanted to tackle prejudice and raise awareness of the importance of inter-religious dialogue. The objective was to bring Christians and Muslims closer, starting a positive conversation. With a very limited budget, we set out to initiate this project in Bosnia and Herzegovina, and gradually transcend to other countries in the Balkans region. We first launched the book on Aljazeera Balkans, along with a global launch on Twitter. Through onebookforpeace.org, you can order a physical copy or download the e-book.
Outcome

One Book for Peace received a total of 53 million impressions.Right from the launch on Aljazeera Balkans, to sending the books to influential leaders like Pope Francis, Antonio Guterres and Donald Trump, to releasing the book on Twitter, we reached 96% of the total population of Bosnia and Herzegovina, and 100% of its online population. People from every continent visited our website, requested a physical copy and downloaded the e-book. Two weeks after the launch of the book, faith leaders came together for a common prayer for the first time after the Bosnian War.
credit
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Other credit:Entrant Company: Y&R DUBAI, United Arab Emirates
Additional Company: NEW MOMENT NEW IDEAS COMPANY Y&R, Belgrade, SERBIA
CEO, Georges Barsoum, Y&R Dubai
Head of Production, Sam Eid, Y&R Dubai
Studio, Prabhilash Purushothaman, Y&R Dubai
Print Production Head, Binnu Cherian, Y&R Dubai
Managing Director, Zarko Sakan, NEW MOMENT NEW IDEAS COMPANY
Creative Manager, Lazar Sakan, NEW MOMENT NEW IDEAS COMPANY
Chief Ideas Officer, Dragan Rujevic, NEW MOMENT NEW IDEAS COMPANY
Client Service Director, Jasmina Nikolic, NEW MOMENT NEW IDEAS COMPANY
Head of Art, Igor Milovanovic, NEW MOMENT NEW IDEAS COMPANY
PR Director, Branka Conic, NEW MOMENT NEW IDEAS COMPANY
Head of digital, Goran Rudinac, NEW MOMENT NEW IDEAS COMPANY
Client Service Director, Marija Bajic, NEW MOMENT NEW IDEAS COMPANY
Web Developer, Stano Djurasinovic, NEW MOMENT NEW IDEAS COMPANY
Production Manager, Aleksandar Krstic, NEW MOMENT NEW IDEAS COMPANY
Media Director, Vladan Andjelkovic, NEW MOMENT NEW IDEAS COMPANY
Media Relation Director, Masa Vuckovic, NEW MOMENT NEW IDEAS COMPANY
Executive Producer, Bogdan Petkovic, EMOTE Production
Journalist and ComparativeTheologian, Mirnes Kovac, Freelancer
Theologian Islam, Muhamed Fazlovic, Freelancer
Theologian Christianity, Pavle Mijovic, Freelancer
Creative Services Manager, Mohamed Ashraf, Y&R Dubai
awards
Clio Awards 2018
Shortlist Direct
Print/Mail
D&AD 2018
Graphite Pencil Book Design
Specialist & Limited Edition Books
D&AD 2018
Wood Pencil Art Direction
Art Direction for Direct
D&AD 2018
Wood Pencil Direct
Direct Mai
Cannes Lions International Festival of Creativity 2017
Gold Design
Books
Cannes Lions International Festival of Creativity 2017
Bronze PR
Public Affairs & Lobbying
Cannes Lions International Festival of Creativity 2017
Shortlist Grand Prix for Good
Grand Prix For Good
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Use of Print
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