THE WORLD PIECE

ClientMOMONDO
Category A02. Fiction & Non-Fiction Films: 5-30 minutes
TitleTHE WORLD PIECE
Product/ServiceMOMONDO
Entrant &CO Copenhagen, DENMARK
Idea Creation &CO Copenhagen, DENMARK
Media Placement MEDIACOM Copenhagen, DENMARK
PR RADIUS KOMMUNIKATION Copenhagen, DENMARK
Production SMUGGLER London, UNITED KINGDOM
Credits
Name Company Position
Robert Cerkez &Co. / NoA Creative Director
Silas Jansson &Co. / NoA Art Director
Cliff Kagawa &Co. / NoA Art Director
Joshua Neale Smuggler Director

Why is this work relevant for Entertainment?

The World Piece is relevant for the entertainment category because it’s a +5 minute documentary of the coming together of the biggest connecting tattoo in the world - The World Piece. More than a year in the making the film captures the reveal of the art as well as the emotional and physical bonds that were created between the participants from all over the world.

Background

As a global travel search site momondo has a vision of a world where our differences are a source of inspiration, not intolerance and prejudice. But in 2019, momondo commissioned a global study to explore the value of traveling, showing that 1 out of 2 think people are less tolerant toward other cultures than five years ago. So how can we bring the world closer together, when it seems more divided than ever?

Describe the creative idea

We created the worlds biggest connecting tattoo - The World Piece - to bring the world closer together. 61 brave people from all over the world connected despite nationality, religion and skincolor - for life. They offered their skin as a canvas to send a message to the world: The world can’t fall apart if we dare to connect.

Describe the strategy

Both the tattoo piece and the campaign were to represent and target the whole world. The tattoo piece consists of 61 different tattoos applied onto 61 different people with 61 different nationalities (6,500 wanted to participate). People who believe that we are all members of the same tribe: human beings, and who embrace the World. The media strategy was focused on: 1) Payed digital platforms (Social & Youtube), with a bonus effect of more than 50 different digital media sharing the video free of charge due to the nature and relevance of the message, 2) PR collaborations (E.g. Huffpost, VICE, Conde Nast) and 3) influencer/celebrity engagement (more than 900 influencers across different countries have shared the video).

Describe the execution

More than a year in the making, we created the world’s biggest connecting tattoo to show that we are all connected as human beings despite nationality, religion and skin colour. Through a simple post on social media we challenged people to bring the world closer together through a tattoo. More than 6.500 rose to the challenge and we picked 61 to represent the world. In collaboration with the tattoo artist Mo Ganji we designed the individual pieces. Each person got a unique, personal tattoo. But standing shoulder to shoulder the individual tattoos connected into a larger piece. Our hero content documents the coming together of people from all over the world and The World Piece. As they share their reasons to bring the world closer together, we see brave strangers connect - physically and emotionally - to prove our message: The World can’t fall apart if we dare to connect.

Describe the outcome

6.500 applications for the project, +98 M Views, 2.89 B OTS, +839.000 social engagements, +1.24 B reach, +13.900 Competition sign ups, 30% organic spread, 32.6 M USD Media Value, 27 USD Media ROI. The World Piece went live in June 2019 instantly catching the attention of the world, but more importantly The World Piece is more than a campaign and more than a statement - it’s a lifelong commitment. And even so more than 20.000 are people are willing to join and expand the World Piece. Every participant will for the rest of their lives proudly carry evidence of human connection and friendship across the globe, inspiring people they meet on their way. That goes beyond any metric and is the true value of The World Piece.