Huib Maaskant

Creative director, concept, copy

PAX Peace. Are you in?



Rebranding and campaign

Peace foundation IKV Pax Christi rebrands to PAX. How do you tell a story like this with hardly any budget? By using and re-using what is already there. Peace. Are you in? is about peace today. Anyone can contribute something to peace, simply by sharing your thoughts on Facebook, pressuring the government via Twitter or by putting up posters everywhere.

The campaign started with the song The Brave Of Our Hearts written by Tim Akkerman (ex-lead singer of Dutch rockband Di-rect) especially for PAX. Music moves about everybody, right? In a charity commercial we combined the music with posters about peace. The music and the posters added up to a press event around the launch of the new name. The campaign will continue to expand through Liberation Day festivals and local chapters of PAX, reaching out to as many people as possible. Peace. Are you in?

Link: The PAX website

Video: Impression of the event, Try-out The Brave Of Our Hearts, On national tv

Track: The Brave Of Our Hearts in iTunes

New logo and pay-off.

TVC (charity slot).

Real and digital posters.

Create your own poster online.

Launch event in Amsterdam.

Launch event in Amsterdam.

Launch event in Amsterdam.

Launch event in Amsterdam.

Invitation to the event.

Exhibition on the history of PAX.

Give-away for the guests.

Agency Mach1 - copy Huib Maaskant - art Raymond Oostveen - logo Het IJzeren Gordijn - music Tim Akkerman, Nando Eweg - video Re:Branded