As we mentioned last week, on Friday September 21, Leo Burnett celebrated International Peace Day by obliterating hate. They invited people to tweet their hate @missileforpeace, then loaded the resulting hard drive into the 20-foot long missile. They launched it in a desolate (dare we say peaceful) field in Cambridge.

Seems like there are more constructive possibilities when promoting International Peace Day (food drive? debate?), but Leo Burnett’s symbolic act did do its intended duty. The missile launched and then exploded, fragmenting hateful tweets high amongst the clouds. The resulting video is rather pretty.