In 2016, travel search engine, momondo made strangers realise that they are more connected than they had thought – through their DNA. That campaign has been watched more than 600 million times.
In December last year, momondo invited people to be tattooed for peace. 61 people from all corners of the world were chosen. They all had a connecting tattoo inked across their back, forever linking them in a strong symbolic gesture and telling their stories that show what most people really want is peace. In March 2019, they gathered in London to give form to The World Piece – a ring of humans connected by their desire to see the world more connected, regardless of nationality, colour and religion.
The new campaign, called World Piece, is currently traveling the world on social media and is sparking a global conversation around how we create more openness and tolerance in the world. momondo hopes to inspire people to travel with an open and curious mind – and to connect with others to see that there are more things uniting than dividing us. So far, the campaign has achieved more than 73 million views, 470,000 interactions, and 12,000 comments, gaining attention from around the globe, as far away as Brazil and Japan. momondo’s message of connecting beyond skin colour, religion and nationality has sparked discussion around the globe.
The campaign was created by &Co. Creative director, Robert Cerkez, commented, “In this project, we wanted to test people’s will to connect and see how strong that will really is. How far are people willing to go in order to bring the world that bit closer together? That’s a tough task. And we didn’t want to make it easy. Not for ourselves and not for our participants.
“We honestly didn’t think we’d get many replies. Who wants to declare their love for the human race, and then get a tattoo that connects with complete strangers? A tattoo that doesn’t just rub off? But we were proven wrong. Thousands upon thousands of people from all over the world wanted to join. Showing an amazing willingness to connect.”
Per Christiansen, vice president, marketing EMEA, momondo, added, “We created The World Piece with the purpose of sending a message to the world that it cannot fall apart if you dare to connect across borders and nationalities – and one of the best ways to connect with other people is by travelling. The response to the campaign has blown us away – it shows people relate to the purpose on a really deep level. We’re proud of the fact that as a brand we can start conversations that can have an impact on how people think, act, and interact with others.”
“The 61 participants are sending a message that it is us as individuals that need to take real action, in order to bring the world closer together. In these times of “liketivism” on social media, actually seeing people going to the extreme to send a message, could be one of the reasons why this campaign is picking up speed. It makes us question our own actions and role in our future society. This is a perfect fit for social channels in 2019,” noted Morten Saxnæs, head of social media, &Co.
Joshua Neale directed the fine minute film of The World Piece, in which the participants told their stories. “It’s not often you get asked to be involved with something that feels like the message might be of genuine value to the world. There is a real feeling that we live in increasingly divided and divisive times. That certainly seems to be the pervading message put out there. But, I’m not sure that’s true for a vast majority of people. I think most people do want to connect with others on a human level, even if there is trepidation or perceived barriers to that. This was about showing that was possible.”
“One of the things I’m most proud of is that we created a genuine and transformative experience for the participants. The emotions experienced and the connections and friendships made were absolutely real. We could only convey a fraction of that in the film, but I hope people can feel it it’s there. I saw on Instagram that a group of the participants planned a trip themselves to meet up in Berlin. Genuine friendships among people who would never have connected. They talk about each other as a family and that’s really beautiful. I hope the positive ripples extend far beyond the 61 who took part.”
Creative Director: Robert Cerkez
Account Director: Thomas Christenson
Senior Art Directors: Silas Jansson & Cliff Kagawa
Account Manager: Louise Brinkland Færch
Strategic Planner: Ørnulf Johnsen
Head of Brand Activation and Social: Morten Saxnæs
Social Media Planner: Nynne Sille Hansen
Agency Producer: Thomas Hartebeck
Agency Executive Producer: Anders Darre
Production Company: Smuggler
Director: Joshua Neale
Co-managing Director: Chris Barrett
Producer: Ray Leakey
Director of Photography: Tim Sidell
Casting: Isabelle Colbourn
Production Design: James Hatt
Wardrobe: Sharon Long
Editors: Rikke Selin & Anders Jon
Sound design: Kevin Koch
VFX & Grade: Mikael Balle
Post producer: Anna Schou