Ogilvy tours Shanghai with foosball table to promote world peace

Ogilvy took a foosball table on a tour of Shanghai today as part of a campaign to mark the International Day of Peace for NGO client Peace One Day.

World Peace Day table football stunt

The foosball players were fitted with the heads of political leaders such as Vladimir Putin, Angela Merkel, Aung San Suu Kyi and Barack Obama to raise awareness of world peace for the “Shoot goals, not guns” campaign.

China’s president, Xi Jinping, was not among the figurines because of restrictions on the use of caricatures of Chinese leaders for advertising purposes, the agency told Mumbrella.

The agency said in a press release about the idea, “By drawing people’s interest in the game and encouraging them to have a little fun, we could also make them curious about the cause. Awareness of the significance of September 21st is low. Our purpose was to get people talking, and to share it across social media.”

“The International Day of Peace is about stopping violence on all scales, from common schoolyard bullying to the grand scale tragedies ruining lives of millions,” Graham Fink, Chief Creative Officer of Ogilvy & Mather China, said. “‘Shoot Goals, Not Guns’ is our small way to spark dialogues in China about universal peace and hopefully sow seeds for greater, positive change.”


  • Project Title: Shoot Goals, Not Guns
  • Client: Peace One Day
  • Brief: To promote awareness of International Peace Day throughout China.
  • Creative Agency: Ogilvy & Mather Advertising, Shanghai
  • Chief Creative Officer: Graham Fink
  • Creative Directors: Rocky Hao, Jody Xiong
  • Art Director: Jody Xiong
  • Designer: Peng Bin, Allen Wang, Marx Zhu
  • Copywriter: Rocky Hao
  • Producer: Charlie Macpherson
  • Production House: Hogarth.
  • Photographer: Keno Zhao
  • Editor: Judy Luo, Mark Ng
  • Exposure: Online

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