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Industry Government & Other Authorities
Media Case study
Market Colombia
Agency DDB Bogota
Creative Director Juan Carlos Palma. Juan Carlos Espitia. Alfonso Diaz.
Copywriter Diego Durán. Mario León. Juan Carlos Espitia.
Released January 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: ARMED FORCES OF COLOMBIA
Product/Service: ARMED FORCES SUPPORT
Agency: DDB COLOMBIA
Date of First Appearance: Jan 6 2011
Copywriter/Creative Director: Alfonso Diaz (DDB Colombia)
Copywriter: Mario Leon (DDB Colombia)
Creative Director: Juan Carlos Palma (DDB Colombia)
Creative Director: Juan Carlos Espitia (DDB Colombia)
General Creative Director: Rodrigo Davila, Juan Pablo Navas (DDB Colombia)
General Creative Director: Rodrigo Bolivar (DDB Colombia)
Account Manager: Luis Eduardo Castilla (DDB Colombia)
Production Manager: Carlos Portela (Radio Bemba)
Sound Engineer: Amaury Gutierrez (Radio Bemba)
Sound Engineer: Diego Bautista (Radio Bemba)
Account Director: Bibiana Pinzón (Radio Bemba)
Singer: Natalia Gutierrez (Radio Bemba)
Singer: Angelo (Radio Bemba)
Advertiser's Supervisor: Coronel Jose Obdulio Espejo (Fuerzas Militares de Colombia)
Scriptwriters: Alfonso Diaz, Mario León
Media placement: Radio Better Days Song. Message One - Radio Santafe, Olimpica ST, Univalle ST, Radio Super, Todelar 1190AM, Colmundo Radio, Radio Super Me - January 6. 2011
Media placement: Radio Better Days Song. Message Two - Radio Santafe, Olimpica ST, Univalle ST, Radio Super, Todelar 1190AM, Colmundo Radio, Radio Super Me - January 6. 2011

Describe the campaign/entry
We had to speak directly to our kidnapped men, without intervention from the Farc Guerillas. The only way to reach them was by radio.
Along with the Colombian military, intelligence messages of combat were developed to boost morale with important information.
These messages were written in Morse code, managed exclusively by the members of the Military Forces of Colombia.
These codes were turned into MIDI language and incorporated directly into the chorus of the song.
The song was aired on special radio programs made for relatives to talk to the kidnap victims on over 100 local radio stations nationwide.
The message was received by our 16 kidnapped men and through word of mouth it was communicated to all the other captives.
We were given this information about the message being received by two liberated captives from the Armed Forces, whose names and ranks we are unable to disclose.

Describe how the campaign/entry was launched across each channel in the order of implementation
- The 16 captives haven't known anything about the real world for more than 12 years.
- The freed men told us the only means of information for the captives is the radio.
- The armed forces need to speak directly to their men.
- Inteligencia Militar intervened.
- Messages of combat were created to boost morale written in Morse code.
- They were turned into MIDI language and incorporated directly in the chorus.
- The song was aired on more than 100 radio stations.
- It was listened to by more than 3 million Colombians.
- For everyone it was just a song, for our 16 kidnapped men, a message of HOPE was received and passed on.

Give some idea of how successful this campaign/entry was with both client and consumer

They found the only way to talk directly to the kidnapped men for the first time in more than 12 years. Taking away the power of information from the guerilla and giving it back to the kidnapped men was a major achievement. This was a moment of pride for the Armed Forces, and a strong message of HOPE AND STRENGTH FOR THE KIDNAPPED MEN.

The Case study titled THE CODE was done by DDB Bogota advertising agency for product: Armed Forces Support (brand: Armed Forces Of Colombia) in Colombia. It was released in Jan 2011.