Recipeace Campaign by Casey Martin

Recipeace is a social movement that brings people together over food, break bread and pass the olive branch oil among one another. Its intent was to build awareness for International Peace Day (celebrated every September 21st) on a global scale, while inspiring peaceful action on an individual scale and in particular, among your dinner guests. Even though Recipeace was developed a few years ago this is a project that would benefit us more today in 2017 than ever. In the divided country we live in, and with Thanksgiving creeping up on us, this is a time to break bread with our neighbors, feed the less fortunate and to share a glass of wine with those with different beliefs than our own and share stories.

What really is engaging about this campaign is how it balances such strongly contrasting ideas; it visually mixes design elements of typical military rations (stencil type, packaging) with soft colors to make it more welcoming and warm, compares weapons used in warfare with their edible counterpart, and I personally love the use of olive oil in place of a peaceful olive branch as the main brand symbol. It’s clever and smart on all grounds, and the look and feel overall is really, dare I say it… peaceful and serene. This is a great example of a design project that, when executed well, can change the world for the better and you can see the amount of passion put into every detail. We would love to see this project reintroduced to a nation that is polluted by fake news, gun violence, and acts of hatred.

Design by Casey Martin for Leo Burnett.

This G&G post was written by Natalie Suarez and Leah Ayer.

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