Colombian Ministry of Defense Design & Branding RIVERS OF LIGHT by MullenLowe SSP3 Bogota

RIVERS OF LIGHT

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Industry Public awareness
Media Design & Branding
Market Colombia
Agency MullenLowe SSP3 Bogota
Creative Director Jaime Duque, Rafael Barthaburu, Victor Osorio, Gustavo Marioni, Santiago Mesa, Sergio Leon
Art Director J. Carlos Rodriguez
Copywriter Mario Lagos, Sergio Leon, Carlos Andres Rodriguez
Producer Jose Vicente Altamar, David Abril, Alejandro Ussa
Released December 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: MINISTRY OF DEFENSE
Product/Service: HUMANITARIAN DEMOBILIZATION PROGRAM
Agency: LOWE-SSP3
Chief Executive Officer: Jose Miguel Sokoloff (LOWE-SSP3)
Creative Director: Jaime Duque (LOWE-SSP3)
Creative Director: Santiago Mesa (LOWE-SSP3)
Art Director: Carlos Rodriguez (LOWE-SSP3)
Copywriter: Mario Lagos (LOWE-SSP3)
Copywriter: Sergio Leon (LOWE-SSP3)
Account Director: Juan Pablo Garcia (LOWE-SSP3)
Account Executive: Emiliano Arango (LOWE-SSP3)
Producer: Jose Altamar (LOWE-SSP3)
Creative Director: Gustavo Marioni (LOWE-SSP3)
Media placement: N/A - Colombian Rivers - December 1th of 2011
Describe the brief from the client
More than 60 years, Colombia has been fighting against the oldest guerrilla group in the world: FARC. This time, we needed to make an action to invite them to demobilise and go back home. The problem is that every day they hide deeper in the jungle, so it's very difficult for us to make them catch our messages.
Describe the challenges and key objectives
To make guerrillas give up their weapons and start a new legal life during Christmas time.
Describe how you arrived at the final design
Guerrillas don't use any of the traditional media because of their war condition. The rivers from all over the country have become their most important channels of communication and transportation. Every FARC base camp is built close to any river of the country.
We designed lighting airtight capsules to put messages, letters and gifts from guerrilla's relatives, friends, people from war-affected towns, and people from all over the country, inviting guerrillas to leave their weapons, and come back home for Christmas. These capsules travelled and illuminated the rivers nearest to the guerrilla's camps, and their way to the freedom.
Give some indication of how successful the outcome was in the market
We sent 6,823 messages and gifts inviting to demobilise. We got 1 demobilisation every 6 hours, between December and January.
In December 23th, we had one of the most historical demobilisation in the Colombian Pacific, in which an important leader demobilised with 9 more guerrillas and lot of military stuff.
This military stuff represents the 6% of all the military stuff in the history of the demobilisation programme.
Under-18 people demobilisation levels, increased by 10%.
The President himself, and all the people from his government, joined the campaign, and sent messages via the rivers.