Rivers of Light
We planned a military operation in which friends and relatives sent messages, letters and gifts to guerrillas in airtight capsules, illuminating the rivers nearest to their camps. The President of Colombia and the Colombian people joined the campaign. We gathered 6,823 messages, inviting them to reflect on their situation, and to light their way back home. We achieved the rate of one guerrilla demobilising and meeting their family, every six hours. Because at Christmas, everything is possible.
- Direct Direct Response/Ambient
Year
- 2012
Country
- Colombia
Art Director
- Carlos Andres Rodriguez Monroy
Copywriter
- Mario Lagos
- Sergio Leon
Creative Director
- Jaime Duque
Executive Creative Director
- Jose Miguel Sokoloff
Advertising Agency
- LOWE/SSP3
Account Handler
- Juan Pablo García
- Emiliano Arango
We planned a military operation in which friends and relatives sent messages, letters and gifts to guerrillas in airtight capsules, illuminating the rivers nearest to their camps. The President of Colombia and the Colombian people joined the campaign. We gathered 6,823 messages, inviting them to reflect on their situation, and to light their way back home. We achieved the rate of one guerrilla demobilising and meeting their family, every six hours. Because at Christmas, everything is possible.
