Ministerio De Defensa Nacional: OPERATION CHRISTMAS by MullenLowe SSP3 Bogota for Ministerio De Defensa Nacional

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Ministerio De Defensa Nacional: OPERATION CHRISTMAS

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Industry Public awareness
Media Direct marketing
Market Colombia
Agency MullenLowe SSP3 Bogota
Executive Creative Director Alejandro Benavides
Creative Director Santiago Mesa
Art Director Carlos Andres Rodriguez
Copywriter Sergio Leon, Carlos Andres Rodriguez
Producer Jose Vicente Altamar, David Abril, Alejandro Ussa
Photographer Jaime Gonzalez, Jose Maria Angel
Account Supervisor Juan Pablo Garcia
Editor David Abril Editor
Released June 2011

Awards

Cannes Lions 2011
Outdoor Lions Special Build Gold
Direct Lions Charities, Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: OPERATION CHRISTMAS
Advertiser/Client: MINISTERIO DE DEFENSA NACIONAL
Product/Service: HUMANITARIAN
Entrant Company: LOWE-SSP3 Bogotá, COLOMBIA
DM/Advertising Agency: LOWE-SSP3 Bogotá, COLOMBIA
Chief Creative Officer: Jose Miguel Sokoloff
Executive Creative Officer: Alejandro Benavides
Creative Director: Santiago Mesa
Copywriter: Sergio Leon
Art Director: Carlos Andres Rodriguez
Account Supervisor: Juan Pablo Garcia
Account Manager: Emiliano Arango
Producer: Jose Vicente Altamar
Film Director: Jose Maria Angel
Film Director: Jaime Gonzalez
Editor: David Abril Editor: Alejandro Ussa
Other: Alejandro Aponte
Other: Mario Lagos
Describe the brief from the client:
After 60 years of struggling against Las FARC, the longest running guerilla warfare group in the world, 6000 guerrillas still remain in the jungles of Colombia. The Ministry of Defence asked us for an idea to demobilize the remaining guerrillas, but delivering demobilization messages to them is very difficult because they hide deeper in the jungle everyday.
Creative Execution:
Along a strategic guerilla route through the jungle, we chose a 25 meter tall tree to decorate with lights. When guerrillas approached the tree, movement sensors made it light up and a banner announced the following message:
“IF CHRISTMAS CAN COME TO THE JUNGLE, YOU CAN COME HOME. DEMOBILIZE. EVERYTHING IS POSSIBLE AT CHRISTMAS.”
Describe the creative solution to the brief/objective.
We discovered that Christmas is an emotional time of the year for guerrillas because they are away from their homes and loved ones, so we created a four-day operation that brought Christmas to the jungle.
Describe the results in as much detail as possible.
331 guerrillas who have demobilized acknowledged that they were motivated to finally give up their weapons thanks to this idea, that was replicated with 9 more trees. The Operation got so many people involved, that it was shown all over the world through videos, websites, social networks and blogs. Main local and international media networks like CNN and BBC broadcasted it. This Operation showed a more humane and positive side of Colombia’s internal conflict.