Recipeace

D&AD's inaugural White Pencil award has been won by Leo Burnett Chicago for Recipeace, a project that aims to bring people together over a shared meal in support of the Peace One Day initiative

The White Pencil was launched last year, with the support of Unilever, to mark D&AD's 50th anniversary with the aim of rewarding 'an idea that has a genuine social impact'. D&AD teamed up with Peace One Day, the movement begun by filmmaker Jeremy Gilley with the aim of instituting Peace Day, a global ceasefire on September 21 each year. Entrants to the White Pencil award were asked for ideas which would 'grow awareness of and engagement with Peace Day'. Those ideas had to actually run this year, rather than just be concepts.
The winner, announced at D&AD's White Pencil Symposium last night, describes itself as 'a social movement that brings people together over food. The intent is to build awareness for Peace Day on a global scale, while inspiring peaceful action on an individual level'.
Some examples of the winning work:

I think this is a great creative idea, I particularly like the use of the Portmanteau in the name, combining recipe with peace. The imagery used is well thought out and portrays a powerful message by contrasting weapons we associate with war, along side everyday foods. The design looks simply yet works very effectively.