THE MARTINEZ CURSE by DDB Bogota, Fire Colombia for Fuerzas Militares De Colombia

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THE MARTINEZ CURSE

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Industry TV Channels/Radio Stations and Programmes
Media Radio
Market Colombia
Agency DDB Bogota
Executive Creative Director Rodrigo Figueroa Reyes
Creative Director Jorge Ivan Jácome, Ricardo Uribe
Producer Juan Camilo Rios Vasquez
Account Supervisor Claudia Fernandez
Agency Fire Colombia
Production Estudiouno
Released August 2010

Credits & Description

Category: Best Use of Radio as a Medium
Advertiser: FUERZAS MILITARES DE COLOMBIA
Product/Service: ANTI-GUERILLA SOAP OPERA
Agency: FiRe COLOMBIA
Agency: DDB COLOMBIA
Executive Creative Director: Rodrigo Figueroa Reyes
Creative Director: Jorge Jacome/Ricardo Uribe
Scriptwriter: Andres Felipe Vargas Garcia/Diego Andres Cardona Castro
Agency Producer: Fire Advertainment
Account Manager: Luis Fernando Castilla
Account Supervisor: Claudia Fernandez
Production Company: ESTUDIOUNO, Bogotá, COLOMBIA
Director: Juan Camilo Rios Vasquez
Producer: Juan Camilo Rios Vasquez
Sound Studio: Estudiouno Bogota
Sound Engineer: Juan Camilo Rios Vasquez
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: FiRe COLOMBIA, Bogotá, COLOMBIA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
ANN: It doesn’t matter which was you first impression of this idea, we can assure you that never before the media of radio was better used. That is because the result has saved lives. A couple of months ago, the Military Forces of Colombia decided to show to the guerrillas that they could live a life full of great chances if they turned down their weapons. The best way to do this was through the Radio, because is the only media who reaches every corner of the country and in many occasions is the only voice listened in the jungles of Colombia. That is why we revamped the radio soap opera (radionovela) like the ones that existed when television did not. The Martinez’s Curse (La Maldición de los Martinez) is about three brothers: Marco, Edgar and Alfonso, Orphans of his father, which were raised by their mother in a small town in Colombia. This Town like many others was besieged by the Narco terrorist guerrilla group FARC (Revolutionary Armed Forces of Colombia) they tend to corrupt the young ones making them join their cause. Marco, the kind, free spirited brother joined by deception the guerrilla, and once in he could not get out. MVO1: It wasn’t easy for me either, things were going okay until I turned 15. Since then, the FARC tried to seduce me, telling me how good it was going to be, how we were all going to prosper. I was a fool for believing them, I was a kid, did not have a father... but trust me, you get bored of all this. The hard thing is, you can enter the guerrilla, but you can never get out. ANN: Edgar, dazzled by the dirty money of the narco terrorists, starts to work for them. MVO2: Listen up, militia-man. MVO3: Tell me commander? MVO2: If you are going to the other front and bump into some soldiers who want to ruin our business, what are you going to do? MVO3: I don`t think I... MVO2: You have to make them eat lead, bro. ANN: Lastly Alfonso, the younger one, who was drifted apart from the town by his mother, now feels it's time to return. MVO4: I have a bad feeling with my mother - it seems like she is hiding something from me regarding my brother Edgar. It's been a long time since I heard from him, it's like she's hiding something. ANN: Marco knows he has to leave the guerrilla and come clean, but does not have the courage to do it. However a revelation gives him the strength to escape: he discovers his father is alive and was kidnapped ten years ago by the FARC he is now part of. The Martinez’s Curse is a radio soap opera of 24 thrilling episodes, 10 minutes each, tailor made for the Military Forces of Colombia, which kept a whole country on the edge of their seats in the quest for peace.

Full script of the ad in the original language
ANN: Sin importar cual haya sido tu primera impresión con esta idea, te podemos asegurar que nunca antes se aprovechó mayor el medio radio, porque el resultado ha salvado vidas. Meses atrás, las Fuerzas Militares colombianas decidieron mostrar a los guerrilleros que tendrían una vida con verdaderas oportunidades si se desmovilizaban. El medio idóneo para lograrlo es la radio, ya que se trata del único medio que tiene una cobertura total del territorio y en muchas ocasiones es la única voz que se escucha en las selvas colombianas. De esta manera creamos una radionovela al estilo de las que triunfaban cuando la Televisión no existía. 'La Maldición de los Martínez' gira en torno a tres hermanos: Marco, Edgar y Alfonso, huérfanos de padre, quienes fueron criados por su madre en un pueblo del interior de Colombia. Este pueblo, como tantos otros, fue asediado por la guerrilla narcoterrorista de las FARC haciendo que los jóvenes de la región se corrompieran y se sumaran a sus filas. Marco, el hermano de espíritu libre y bondadoso, entró engañado a la guerrilla y una vez dentro no pudo salir. MVO1: Para mí tampoco ha sido fácil, las cosas iban bien hasta que yo cumplí los 15, desde eso las FARC me echó el ojo y me hablaban de lo bueno que iba a ser todo, de cómo todos íbamos a prosperar, y yo de pendejo les creí, yo era un niño, no tenia papá. Pero no crea, uno se aburre... la cosa es que a la guerrilla se entra, pero no se sale. ANN: Edgar, corrompido por el dinero sucio de los narcoterroristas, comienza a trabajar para ellos. MVO2: Oiga! Miliciano. MVO3: Dígame mi comandante? MVO2: Y si usted va camino al otro frente y se encuentra con uno que otro soldado tratando de dañarnos la vuelta, que va a hacer? MVO3: Yo creo que... MVO2: Usted tiene que darle plomo, Papá! ANN: Por último está Alfonso, el menor, quien fue alejado por su madre del pueblo y ahora siente que ha llegado la hora de volver. MVO4: Tengo un mal presentimiento con mi mamá siento que me está ocultando algo, tiene que ver con mi hermano Marco. Hace mucho tiempo no sé nada de él y es como si mi mamá le estuviera tapando algo. ANN: Marco sabe que debe dejar la guerrilla y desmovilizarse, pero no tiene el valor para hacerlo, sin embargo un hecho lo llena de fuerza para escaparse: descubre que su padre está vivo y que lleva 10 años secuestrado por el grupo terrorista del que ahora él forma parte. 'La Maldición de los Martínez' es una Radionovela compuesta de 24 apasionantes capítulos de 10 minutos de duración, creada a medida para las Fuerzas Militares Colombianas, que mantuvo en vilo a todo un país en busca de la paz.

Brief Explanation
PLEASE NOTE: A full episode of this series, with full scripts, is available as supporting material. Please speak to a member of the judging staff if you wish to hear the full episode before voting.