Armed Forces Of Colombia: THE CODE by DDB Bogota for Armed Forces Of Colombia

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Armed Forces Of Colombia: THE CODE

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Industry Publishing, streaming & media
Media Direct marketing
Market Colombia
Agency DDB Bogota
Creative Director Juan Carlos Espitia, Alfonso Diaz, Juan Carlos Palma
Art Director Diego Durán. Mario León. Juan Carlos Espitia.
Released June 2011

Awards

Cannes Lions 2011
Direct Lions Direct Response Broadcast: TV, Radio & Infomercials Bronze

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Direct Response Broadcast: TV, Radio & Infomercials
Title: THE CODE
Advertiser/Client: ARMED FORCES OF COLOMBIA
Product/Service: ARMED FORCES SUPPORT
Entrant Company: DDB COLOMBIA Bogotá, COLOMBIA
DM/Advertising Agency: DDB COLOMBIA Bogotá, COLOMBIA

Copywriter / Creative Director: Alfonso Diaz
Art Director: Mario Leon
Creative Director: Juan Carlos Palma
Creative Director: Juan Carlos Espitia
General Creative Director: Rodrigo Davila
General Creative Director: Rodrigo Bolivar
Account Manager: Luis Eduardo Castilla
Production Manager: Carlos Portela
Sound Engineer: Amaury Gutierrez
Sound Engineer: Diego Bautista
Account Director: Bibiana Pinzón
Singer: Natalia Gutierrez
Singer: Angelo
Juan Pablo Navas

Describe the brief from the client:
In Colombia there are policemen and soldiers who have been kidnapped for more than 12 years. They don´t know what has happened to their families or their country, they only find out about news that the guerilla wants them to hear. In an effort to speak directly to their men and tell them about their daily efforts for rescue, and considering that radio is the only means of communication, a song was created which contained a hidden message of combat in the chorus written in Morse code.
Creative Execution:
In over 12 years the kidnapped policemen and soldiers have only found out about news that the Farc wants them to hear. For the first time through this song and its messages in Morse code they found out about reality and the efforts being made every day to rescue them.
Describe the creative solution to the brief/objective.
The only way to reach the policemen and soldiers who have been kidnapped for over 12 years is by radio. This is why we created a song which had hidden messages of combat hidden in the chorus in Morse code. 3 million Colombians listened to the song, including members of the FARC guerilla, but our 16 kidnapped policemen and soldiers were the only ones who understood it.
Describe the results in as much detail as possible.
Thanks to two men from the armed forces which were freed, we know that these messages were received and understood. The message of courage and hope was then passed on to all the kidnapped men.