How could war planes or aircraft carriers be reused should wars be eradicated? This idea was the starting point for the creativity of agency JWT Delvico for their World March advertising campaign.

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Two adverts and two posters to promote the March that rejects all forms of violence and counts on the support of different institutions, more than 3000 organisations and a multitude of personalities from the world of Science, Culture, Art and Politics.

To this collaboration can now be added the free creativity of JWT Delvico.  In their campaign presentation that took place yesterday in their Madrid headquarters, Miguel Bemfica, Creative Director of JWT Delvico in Madrid, explained that the concept is to get people to imagine how the world could be in a "humorous, instructive, practical yet moral way" and "with an entertaining language."

To achieve this, real images have been used with a twist.  "If you change one thing," said Bemfica, "you change the entire meaning.  This is a very visual communication in order to have the possibility to translate it to other languages," he added.  For now there are two 30 second TV adverts (that can be seen on Youtube) and two images with the strong message of the advert that present possible new uses for weapons, although the Agency is working to launch radio adverts and a campaign website in September.

Rafael de la Rubia said, "This march can open new paths in these times in which it seems like the existing paths for peace are running out and no one sees how to go ahead."

Concluding, Antonio Elegido, Professor of the programme Cifras y Letras and Special Ambassador for the initiative assured that this is the best example of "how publicity can be put at the service of a new idea".  Elegido announced that besides the altruistic collaboration of JWT Delvico, Telemadrid and Canal Nou will join the project showing adverts for free in their slots.

TheWorldMarch.org

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