Play for Peace

We created this campaign on the occasion of International Day of Sport for Development and Peace 2025.

In a world increasingly fractured by conflict and violence, we wanted to remind people—especially youth—that competition doesn't have to mean confrontation. Our challenge was to reframe aggressive language and gestures commonly used in sports—and reinterpret them to drive home a peaceful message.

“Play for Peace” is a creative campaign that uses sports terminology—words that often double as metaphors for violence—and reclaims their meaning. The campaign cleverly contrasts these terms in a sporting context versus their connotations in real-life conflict.

Each visual features a high-intensity moment from a sport—be it a baseball strike, a football attack, a basketball dagger, a badminton smash, or a cricket hit. The accompanying copy draws a sharp line between the harmless aggression of sport and the real-life consequences of violence.

“Sports don’t start wars; they end them.” serves as both a conclusion and a call to action—urging the viewer to channel aggression into sports, not society.

This is not just a visual campaign—it’s a social message in disguise. By showing that sports provide a safe, constructive outlet for aggression and rivalry, Play for Peace advocates for non-violence, youth empowerment, and conflict resolution.