Due to El Niouthern Oscillation and global warming, Colombia has endured long-lasting droughts and one of the worst summers in its history. 69.279 hectares of native forests have burned down. According to the Ministry of Environment, 95% of forest fires are human-caused, 5% due to natural causes. Our target audience: people who, by oversight or neglect, caused fires. We took action in natural parks and large forest zones by creating activities that would raise awareness about the serious effects of oversights that cause fires.
Advertising Agency: Ogilvy & Mather, BogotᬠColombia Creative Directors: John Raul Forero, Juan Jos預osada, Juan Carlos Gonzᬥz, Margarita Olivar, Diego Ortiz Art Director: Margarita Olivar Copywriter: Juan Carlos Gonzᬥz Additional credits: Fabio Quiroga Published: February 2010via adsoftheworld.com