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    About

    This project is about Colombia’s 60 year struggle against the world’s oldest guerrilla group, FARC, which commits a terrorist act once every 3 da… Read More
    This project is about Colombia’s 60 year struggle against the world’s oldest guerrilla group, FARC, which commits a terrorist act once every 3 days. We were asked to create an idea to demobilise them. Inviting them to rediscover their lives and their freedom. Going back to basics and conducting interviews with 200 ex-guerrillas revealed a powerful insight - that Christmas time is the most sensitive period for guerrillas. The interviews also reinforced how difficult it would be to communicate with a target audience who in the main are beyond the reach of conventional media. Consequently we created something extraordinary: OPERATION CHRISTMAS. Two professional anti-guerrilla contingents, 2,000 LED lights, and 2 Black Hawk helicopters travelled into the jungle to find and cover giant trees with Christmas lights. Placed alongside the guerrillas strategic walking paths the lights would come on when they approached, with banners exhorting them to lay down their arms becoming visible too. The powerful, timely and well-located messaging encouraged 331 FARC guerrillas to demobilise and re-enter society - a 30% uplift on the previous year. In challenging circumstances, planning drew together powerful insights to create a core, successful, thought – taking the spirit of Christmas to the guerrilla strongholds. Read Less
    Published:
Operation Christmas
Client: Colombian Ministry of Defence
2010
 
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Agency and Producers team before taking off to the jungle.
 
42 AWARDS:
-IPA Effectiveness Awards (UK): Grand Prix, Gold, Best International and Best Social Value.
-APG Awards (USA): Grand Prix, Gold, Best Channel Strategy and Best Use of Research.
-Jay Chiat for Strategic Excellence (USA): Grand Prix and Gold 
-Effie Awards (Colombia): Silver 
-Cannes Lions (France): Gold (Outdoor) and Bronze (Direct).
-D&AD (UK): Yellow Pencil (Outdoor).
- Art Directors Club: Gold and Special Awards for Change the World.
- Andy Awards (USA): Silver (Outdoor).
- AME Awards: Platinum Trophy.
- WARC for Innovation: Runner Up.
- Young Guns (USA): Gold (Best Use of Research) and Bronze (Media).
-The Cup Intitutional Image (Turkey)
- New York Festivals (USA): Bronze (Promotion of Peace/Human Rights)
- Festival El Sol (Spain): Gold (Media), Gold (Outdoor) and Gran Sol- Grand Prix.
-Ojo de Iberoamérica (Argentina): Gran Ojo - Grand Prix (Direct), Gold (Direct), Gold (Outdoor), Gold (Sustainability) and Bronze (PR).
- Festival Iberoamericano de Publicidad – FIAP (Argentina): Copa de Iberoamérica - Grand Prix (Institutional Image), Gold (Outdoor), Gold (Promo and Activation) and Gold (Direct).
- Festival de Antigua (Guatemala): Silver (Outdoor).
- Festival Caribe (Panamá): Grand Prix (Outdoor), Gold (Outdoor) and Gold (Activations).
- Nova Awards (Colombia): Gran Nova - Grand Prix (Media), Grand Prix (Outdoor), Grand Prix (Direct) and Gold (Media).