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Peace One Day
By Daniel Wright, Katherine Thomas, Jared Lagden, Latoya
      Algae, Hayley Sargood and Michael Shawole
Research
What is Guerrilla Advertising?

The main reason people use Guerrilla advertising is because it is a cheap and unique way of advertising and it tends
to be more memorable than normal ways (TV commercials, printed posters). However it does tend to take more
time, energy and imagination to come up with good Guerrilla marketing ideas that will be memorable and can
translate to a range of audiences. The idea has to be easily understood and usually targets people in unusual
places.

The main objective around Guerrilla advertising is to generate interest in your product/cause which is why it tends to
be more interactive and tries to make the audience participate in the advertising without realizing.

Viral Marketing uses mostly social networking sites (Facebook, Twitter, YouTube etc.) to advertise their
product/cause. The name refers to the information spreading like a virus. Viral forms of advertising can be
video’s, flash games, chain messages, pictures etc.. it is a convenient cheap way of advertising which relies mainly
on public reaction, in order for it to have the desired effect. The main goal of both forms of advertising is to increase
awareness.

These ideas can be transferred to the peace one day project, we can advertise the day using Guerrilla and Viral
methods, in order to make it universally known. We can advertise it in places frequented by a lot of people, and
make it as interactive as possible. The idea’s have to be unusual and reach people in unconventional ways in order
to evoke interest. We could also try and make images/video’s about peace one day to go viral, making sure that the
Peace One Day and its message reaches as many people as possible. The purpose of advertising in this way for
Peace One Day to be recognized and celebrated all around the world (like mothers or valentines day).
Guerrilla Advertising
               This is a very innovative piece of
               guerilla advertisement. It shows
               exemplary images of two children
               (whom appear to be begging for
               alleviation from poverty) which has
               been Photoshopped to fit within the
               base of a shopping basket and
               above this food is being dropped
               into the basket.
               From this, a number of themes are
               expressed through its purpose to
               make people aware of the issues
               concerning children and poverty. It
               tries to create a feeling of sympathy
               amongst viewers of the
               advertisement, so they contemplate
               and be considerate for these
               suffers, especially with the image o
               the food and the shopping basket
               which represents the food and other
               things in life that we take for
               granted.
Guerrilla Advertising




This advertisement for Frontline, which produces flea     It is clear why this advertisement stands out: it’s
and tick spray for pets, is a form of interactive         hard to miss a giant chocolate bar! This guerrilla
guerrilla marketing, as the people walking on the         advertisement is also interactive, as it is a bench
giant picture of the dog appear as the pests on the       which people will use. As a place where people
dog when seen from above. As the general public           often go to sit down, it has effectively been made
form the main advertising point, it is interactive with   an advert that people want to walk to; making it a
the public and therefore attracts their attention;        brilliant example of guerrilla advertising.
people are more likely to remember the product when
they were directly involved with its advertising.
Guerrilla Advertising
    This advertisement for
    extra strong security
    glass is interactive by
    daring people to try to
    break it - with the
    incentive of getting the
    money inside. Using
    money is always going to
    be an effective way of
    advertising, as it is
    something that everyone
    needs. Although the
    money was mostly             This advertisement has been deliberately
    fake, there was $500 of      placed where people need to interact with
    real money inside, and a     it: it is a handle to stop you falling over on
    security guard who           the bus, made to look as though it is a
    supervised competitions      drink. Seeing it on the bus like this would
    that allowed people to       be unusual enough to stand out in one’s
    test out the glass by        memory; achieving the main goal of an
    trying to break it. Invite   advert. The way it appears as though it is
    them to compete with         being drunk by the holder is a way of
    others to break it is        customer interaction.
    undoubtedly interactive
    guerrilla marketing.
Guerrilla Advertising




This picture of a Guerilla Advertisement stands
out as it is big and colourful. The advert is     This image is a very good example of guerilla
advertising a Zoo hence the use of the snake      advertising. This advert is an advert for a gym by
constricting the bus. Not only is this advert     turning the train roof rail into weights making the
cool and eye-catching but it is also              person holding look like they are strong. This
interactive, its a bus. this can be a very        advert would be used vary often by many people
effective place to advertise as a lot of people
                                                  during rush hour.
use busses everyday.
Guerrilla Advertising



                                                                      GTL Ad -
 This advertisement also uses
                                                                      an element of humour by personifying
Global Warming Ad -
 This guerilla advertisement is effective         people’s cars. The ad is an image of a
because it stands out and also has an element of humour by using      thought bubble hung from the ceiling in a
sarcasm. It stands out because the posts that hold the sign up        car park, above the parking spaces. It gives
appear to be someone’s hands holding it above the water, this         the impression that - when a car is park
would catch people’s eyes. The text on the sign reads ‘Global         underneath - the vehicle has a mind of its
Warming. What’s all the fuss about?’. This is a sarcastic comment     own and with the text it has a funny and
because it gives the impression that the person believes there is     persuasive effect. The sign reads ‘I wish I
nothing to worry about when really the figure is seemingly standing   was a….New GTL’ with the image of the
submerged under water. Interaction with viewers - people would        car the company are trying to sell and the
have to move/travel around it.
[Note - Global Warming causes sea      logo of the company. Interaction with
levels to rise that would the reason for the ‘figure’ appearing to    viewers - people would look to see what
stand under the water].                                               they’ve parked their vehicles underneath.
Brainstorming
Brainstorming
Brainstorming
Brainstorming
Brainstorming
Brainstorming
Brainstorming
Brainstorming
Ideas
Idea 1
Idea 1
Idea 2




This is our Idea for the flash mob. This version of a flash mob gets people/Actors to dress up
as the British Armed Forces and act out a war against each other, but there are Peace One
Day Signs laid out on the actors backs and also on sandwich boards etc
Idea 3
Idea 4




This could be used in any underground station, it symbolises the fact that in war this
is what people feel like everyday.
Idea 5
Idea 6 – Final Idea
Idea 6 – Final Idea
Idea 6 - Final Idea
                 Connection – Peace One Day

•   Bringing the outside in
•   Desk with POD paper
•   Clouds, paper airplanes, origami birds
•   Giant scale
•   People from all over the world come to airports
•   Can be used in other places; train stations, offices etc.
•   For all ages; colouring for children origami for adults
•   Wishes; can write a wish on a cloud – send it into the sky
Idea 6 - Final Idea
Idea 6 - Final Idea
Thank You For Listening

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Research and ideas

  • 1. Peace One Day By Daniel Wright, Katherine Thomas, Jared Lagden, Latoya Algae, Hayley Sargood and Michael Shawole
  • 3. What is Guerrilla Advertising? The main reason people use Guerrilla advertising is because it is a cheap and unique way of advertising and it tends to be more memorable than normal ways (TV commercials, printed posters). However it does tend to take more time, energy and imagination to come up with good Guerrilla marketing ideas that will be memorable and can translate to a range of audiences. The idea has to be easily understood and usually targets people in unusual places. The main objective around Guerrilla advertising is to generate interest in your product/cause which is why it tends to be more interactive and tries to make the audience participate in the advertising without realizing. Viral Marketing uses mostly social networking sites (Facebook, Twitter, YouTube etc.) to advertise their product/cause. The name refers to the information spreading like a virus. Viral forms of advertising can be video’s, flash games, chain messages, pictures etc.. it is a convenient cheap way of advertising which relies mainly on public reaction, in order for it to have the desired effect. The main goal of both forms of advertising is to increase awareness. These ideas can be transferred to the peace one day project, we can advertise the day using Guerrilla and Viral methods, in order to make it universally known. We can advertise it in places frequented by a lot of people, and make it as interactive as possible. The idea’s have to be unusual and reach people in unconventional ways in order to evoke interest. We could also try and make images/video’s about peace one day to go viral, making sure that the Peace One Day and its message reaches as many people as possible. The purpose of advertising in this way for Peace One Day to be recognized and celebrated all around the world (like mothers or valentines day).
  • 4. Guerrilla Advertising This is a very innovative piece of guerilla advertisement. It shows exemplary images of two children (whom appear to be begging for alleviation from poverty) which has been Photoshopped to fit within the base of a shopping basket and above this food is being dropped into the basket. From this, a number of themes are expressed through its purpose to make people aware of the issues concerning children and poverty. It tries to create a feeling of sympathy amongst viewers of the advertisement, so they contemplate and be considerate for these suffers, especially with the image o the food and the shopping basket which represents the food and other things in life that we take for granted.
  • 5. Guerrilla Advertising This advertisement for Frontline, which produces flea It is clear why this advertisement stands out: it’s and tick spray for pets, is a form of interactive hard to miss a giant chocolate bar! This guerrilla guerrilla marketing, as the people walking on the advertisement is also interactive, as it is a bench giant picture of the dog appear as the pests on the which people will use. As a place where people dog when seen from above. As the general public often go to sit down, it has effectively been made form the main advertising point, it is interactive with an advert that people want to walk to; making it a the public and therefore attracts their attention; brilliant example of guerrilla advertising. people are more likely to remember the product when they were directly involved with its advertising.
  • 6. Guerrilla Advertising This advertisement for extra strong security glass is interactive by daring people to try to break it - with the incentive of getting the money inside. Using money is always going to be an effective way of advertising, as it is something that everyone needs. Although the money was mostly This advertisement has been deliberately fake, there was $500 of placed where people need to interact with real money inside, and a it: it is a handle to stop you falling over on security guard who the bus, made to look as though it is a supervised competitions drink. Seeing it on the bus like this would that allowed people to be unusual enough to stand out in one’s test out the glass by memory; achieving the main goal of an trying to break it. Invite advert. The way it appears as though it is them to compete with being drunk by the holder is a way of others to break it is customer interaction. undoubtedly interactive guerrilla marketing.
  • 7. Guerrilla Advertising This picture of a Guerilla Advertisement stands out as it is big and colourful. The advert is This image is a very good example of guerilla advertising a Zoo hence the use of the snake advertising. This advert is an advert for a gym by constricting the bus. Not only is this advert turning the train roof rail into weights making the cool and eye-catching but it is also person holding look like they are strong. This interactive, its a bus. this can be a very advert would be used vary often by many people effective place to advertise as a lot of people during rush hour. use busses everyday.
  • 8. Guerrilla Advertising GTL Ad -
 This advertisement also uses an element of humour by personifying Global Warming Ad -
 This guerilla advertisement is effective people’s cars. The ad is an image of a because it stands out and also has an element of humour by using thought bubble hung from the ceiling in a sarcasm. It stands out because the posts that hold the sign up car park, above the parking spaces. It gives appear to be someone’s hands holding it above the water, this the impression that - when a car is park would catch people’s eyes. The text on the sign reads ‘Global underneath - the vehicle has a mind of its Warming. What’s all the fuss about?’. This is a sarcastic comment own and with the text it has a funny and because it gives the impression that the person believes there is persuasive effect. The sign reads ‘I wish I nothing to worry about when really the figure is seemingly standing was a….New GTL’ with the image of the submerged under water. Interaction with viewers - people would car the company are trying to sell and the have to move/travel around it.
[Note - Global Warming causes sea logo of the company. Interaction with levels to rise that would the reason for the ‘figure’ appearing to viewers - people would look to see what stand under the water]. they’ve parked their vehicles underneath.
  • 17. Ideas
  • 20. Idea 2 This is our Idea for the flash mob. This version of a flash mob gets people/Actors to dress up as the British Armed Forces and act out a war against each other, but there are Peace One Day Signs laid out on the actors backs and also on sandwich boards etc
  • 22. Idea 4 This could be used in any underground station, it symbolises the fact that in war this is what people feel like everyday.
  • 24. Idea 6 – Final Idea
  • 25. Idea 6 – Final Idea
  • 26. Idea 6 - Final Idea Connection – Peace One Day • Bringing the outside in • Desk with POD paper • Clouds, paper airplanes, origami birds • Giant scale • People from all over the world come to airports • Can be used in other places; train stations, offices etc. • For all ages; colouring for children origami for adults • Wishes; can write a wish on a cloud – send it into the sky
  • 27. Idea 6 - Final Idea
  • 28. Idea 6 - Final Idea
  • 29. Thank You For Listening

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