In Colombia’s ongoing effort to persuade guerrilla fighters hidden deep in the jungle to defect from the armed struggle, Bogota agency Lowe SSP3 is using the holiday season to literally light a path for them to follow in “Operation Bethlehem.”
This is the award winning ‘Rivers of Light’ campaign by our Colombian agency, Lowe SSP3, to encourage FARC guerillas to demobilise in the region.
This was awarded the only black pencil at the D&AD awards 2012. This is their most prestigious accolade and the much coveted black pencil is rarely awarded!
Congratulations to our Colombian agency Lowe SSP3 who has won the only black pencil at the D&AD Awards 2012 for the brilliant ‘Rivers of Light’ campaign for the Colombian Ministry of Defence.
This is their most prestigious accolade and the much coveted black pencil is rarely awarded!
Rivers of Light by Lowe SSP3
From La Macarena, Meta, Army, Navy and Air Force kicked off this operation in order to carry messages and gifts from relatives and friends of people who are on the FARC guerrillas inviting them to demobilize for Christmas. The messages and gifts were placed in hundreds of Christmas balls that were later transported in boats and helicopters to be ignited and released in different rivers of the country just miles away from where the Army knew there are some guerrilla fronts. In areas where rivers are not as prevalent for transportation, as in Cauca and Nari o (South west of Colombia), Christmas balls were hung in trees along the corridors that the guerrillas often use. All the balls were accompanied by a message: DO NOT MISS THIS CHRISTMAS, COLOMBIA AND YOUR FAMILY ARE WAITING FOR YOU. DEMOBILISE. AT CHRISTMAS EVERYTHING IS POSSIBLE.
Rivers of Light by Lowe-SSP3 won a Titanium Cannes Lions at the 2012 Gala.
It also won a Bronze Lion in Outdoor, a Silver in PR and 2 Silvers in Promo and Activation.
