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SATURDAY MORNING
Peace Briefs
The Brief
To launch SATURDAY MORNING we issued an open brief to the creative community and the world. With tensions high and so much negativity in the media, how can we create more empathy and reduce the violence between law enforcement and the communities they serve?
The Idea
We landed on a very simple idea. A product. A garment. The Peace Brief.
When worn, in heighten moments of tension, the messages printed on the band serve to humanize the interaction, create a sense of connection and help improve the interaction the between the police and members of the community who wear them.
The Impact
The peace brief has garnered international recognition from numerous publications including Fast Company, Forbes, Ad Age and Adweek. It was awarded a Silver Lion at Cannes and continues to sell well, generating revenue to help support youth focused creative initiatives.
More Case Studies