Geico : Recipeace

A shared meal.

Published On
Nov 29, 2012

Editor's Pick

Leo Burnett Chicago won D&AD's inaugural White Pencil for "Recipeace," a movement designed to unite people over a shared meal. Leo Burnett brought together Muslim and Jewish organizations over lunch in Chicago to discuss conflict in the Middle East, creating an event where connections were made and minds changed. The concept was extended to restaurants around Chicago, which joined in by creating special menu items, using "Recipeace" flags as dinner napkins, and serving "Recipeace" olive oil, an alternative version of the traditional olive branch of peace.

The White Pencil is a new prize that recognizes social impact in marketing from the prestigious U.K. award show.

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