Onu Promo, Case study LANDMINE POSTCARD by Leo Burnett Bogota

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Industry Against Drugs
Media Promo & PR, Case study
Market Colombia
Agency Leo Burnett Bogota
Creative Director Alexis Ospina, Carlos Guerra Oviedo -Sergio Araya, Hernan Osorio-Carlos Bernal
Art Director Milton Rojas
Copywriter Jorge Orozco
Producer Gustavo Ramirez
Photographer Héctor Cuevas
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: ONU
Date of First Appearance: Mar 1 2011
Chief Creative Officer: Fernando Hernández (Leo Burnett)
Chief Creative Officer: Mauricio Sarmiento (Leo Burnett)
Chief Creative Officer: German Espitia (Leo Burnett)
Creative Director: Alexis Ospina (Leo Burnett)
Creative Director: Carlos Oviedo (Leo Burnett)
Creative Director: Carlos Bernal (Leo Burnett)
Art Director: Milton Rojas (Leo Burnett)
Copywriter: Jorge Orozco (Leo Burnett)
Account Manager: Natalia Valencia (Leo Burnett)
Photographer: Héctor Cuevas
Producer: Gustavo Ramirez
Media placement: FLYER - Bars, Restaurants, Street - MARCH 2011

Insights, Strategy & the Idea
Drug use is alarming, millions of people of all ages from around the world without knowing the terrible consequences this has on the Colombian country side, farms and the families that work on them.

Creative Execution
In order to reach users, we have created the “Landmine Postcard”, an interactive flyer. We posted these flyers in the most commonly visited bars and night clubs in Colombia.
The image shows a farmer working on the field landscaping, in which people (bar visitors) could scratch off one of his legs. The leftovers simulate a line of cocaine, and a message on the missing leg that is revealed:

Just as with a gram of cocaine over 50 people are being mutilated because of the land mines.

Results and Effectiveness

This action to create a strong impact on people, blowing their minds and generating voice to voice reaction. In addition, town mayors ask for that the post card be given to the farmers and their families that are involved in illegal cultivating. On the website www.responsabilidadsocial.gov.co, the numbers of hits grew. Visitors started to ask for more information about socials programs.