Peace Is a Skill: Building a Global Positioning for WPDI
International | Positioning, film & brand content, event storytelling
How do you create real emotional buy-in around a concept as abstract as peace? R2 went looking for the most unexpected, authentic stories from the communities where the Whitaker Peace & Development Initiative operates, to build a distinctive positioning: "Peace is a skill."
What the engagement coveredx
Storytelling & website
Portrait-driven storytelling and a full website redesign, bringing these stories to a wider public audience.
Documentary
Co-produced "For the Sake of Peace," a documentary selected in the Official Selection at the 75th Cannes Film Festival.
Annual fundraising gala
For the past three years, R2 has designed the concept and content for WPDI's annual New York Gala, including the 2024 edition, "Faces of Hope," helping raise the funds that sustain the Initiative's work.
Result
Official Selection at the 75th Cannes Film Festival, and three consecutive years designing WPDI's flagship annual fundraising gala.
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Official Selection at the 75th Cannes Film Festival
Sector knowledge, put into practice.
Food
Media, Sport & Events
Defence, Security & Aerospace
Defence, Security & Aerospace