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 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 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

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.