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

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

Awards

New York Festival 2012
Promotion of Peace / Human Rights Marketing Effectiveness: Social Benefit Silver World Medal

Credits & Description

Type of Entry: Ambient
Category: Special Build
Title: OPERATION CHRISTMAS
Advertiser/Client: MINISTERIO DE DEFENSA NACIONAL
Product/Service: GUERRILLA DEMOBILIZATION CAMPAIGN
Entrant Company: LOWE-SSP3 Bogotá, COLOMBIA
Advertising Agency: LOWE-SSP3 Bogotá, COLOMBIA
Chief Creative Officer: Jose Miguel Sokoloff
Executive Creative Director: Alejandro Benavides
Creative Director: Santiago Mesa
Art Director: Carlos Andres Rodriguez
Copywriter: Sergio Leon
Advertiser's Supervisor: Marcela Duran
Planner: Maria Alejandra Urbina
Account Manager: Emiliano Arango
Account Supervisor: Juan Pablo Garcia
Producer: Jose Vicente Altamar - David Abril - Alejandro Ussa
Photographer: Jose Maria Angel - Jaime Gonzalez
Other Credits: Alejandro Aponte - Mario Lagos
Description of Ambient execution:
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. Along a strategic guerrilla 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.”
English Translation of Main Headlines:
IF CHRISTMAS CAN COME TO THE JUNGLE, YOU CAN COME HOME. DEMOBILIZE. EVERYTHING IS POSSIBLE AT CHRISTMAS.

The Outdoor Advert titled Ministerio De Defensa Nacional: OPERATION CHRISTMAS was done by MullenLowe SSP3 Bogota advertising agency for product: Guerrilla Demobilization (brand: Ministerio De Defensa Nacional) in Colombia. It was released in Jun 2011.