Is it just us, or are only U.K. agencies getting in on this whole Peace Day celebration? Whatever the case, with Mother London creatives and Euro RSCG London both involved, Leo Burnett London is now also throwing its hat into the peace commemoration ring with an effort called “Missile for Peace.” While not quite a send-tweets-to-space deal ala NatGeo and Campfire, Leo’s “Missile” is aimed at supporting Peace Day by launching a hate-tweet-filled missile into the sky and watching it destroy the negativity.
In the clip above, you can watch HP automation engineer/missile project manager Roy Trzeciak-Hicks and son talk about the 20-foot projectile, which will be launched in a field in Cambrige, Central London, at 7:30pm local time this Friday. Feel like hating on hate? Well, feel free to take part by using the hashtag #Obliteratehate and following the initiative on Twitter @MissileForPeace. Hey, if the whole destroying hate part doesn’t work out, at least viewers should have a decent visual spectacle to remember the attempt.