2012 Results

CAT 21 - Consumer Direct (DM)

SILVER

LOWE/SSP3 (COLOMBIA)

PAHD (Humanitarian Demobilization Program), "Rivers Of Light"21-02697-DM
 

Agency (city): Lowe/SSP3

Creative Director(s): José Miguel Sokoloff - Jaime Duque

Copywriter(s): Sergio León - Mario Lagos

Art Director(s): Carlos Andrés Rodríguez

Photographer(s): TONKA

Agency Producer(s): José Vicente Altamar

Description

We planned and executed a military operation. We made an official announcement trough traditional media (such as TV, radio, press), inviting guerrilla's relatives and friends, people from war-affected towns, and people from all over the country, to send messages, letters and gifts, inviting guerrillas to leave the weapons, and come back home this Christmas.

We put all this stuff in lighting airtight capsules, illuminating the rivers nearest to their camps, and their way to the freedom.