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Larry / Eric / Jeremy

Award: Wood Pencil

Wood Pencil / TV & Cinema Advertising / TV Commercial Campaigns Any Duration / 2006

In September the United Nations hosted the 2005 World Summit, the largest gathering of world leaders in history. The goal of the advertising was two-fold. First, the United Nations wanted to convince sceptical New Yorkers that the Summit had meaning for everyone, not just the poor and disenfranchised of other continents. Secondly, the United Nations wanted the world leaders to know that regular people everywhere, even jaded New Yorkers, wanted them to take action. The idea for the campaign was simple: 'Everyone's a Delegate'. The 2005 World Summit and its outcome could affect every person on the planet, so why not have regular people at the United Nations addressing the General Assembly? Wouldn't that sound a lot different than the diplomat-speak we are usually subjected to? The answer is, of course it would, especially if New Yorkers are doing the talking.

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