For this campaign, the investment was of 7 helicopters, 3 airplanes, 960 flight hours, 17,800 gallons of fuel, 72 soldiers of the Colombian Military Forces during 4 months 2 times per week. A worthy investment if we managed to reintroduce female guerrilla members to civilian life; it was not enough to give 62 women their freedom back - 2 of them have already given birth and 6 more babies are on their way. Creative Execution: 7,000,000 pacifiers were thrown from airplanes and helicopters in zones and routes of frequent guerrilla presence with a strong and clear message: IF YOU ARE PART OF THE FARC, YOUR BABY WONT BE BORN TO ENJOY SOMETHING AS SIMPLE AS THIS. Insights, Strategy and the Idea: Reintroducing female guerrilla members from an illegal armed group known as FARC. But the biggest challenge was to deliver the message since they are hidden in the middle of the jungle and they have neither television nor radio and they are isolated from the civilian world.
Advertiser: MILITARY FORCES OF COLOMBIA Product/Service: ANTI-GUERRILLA CAMPAIGN Agency: DDB COLOMBIA BogotᬠCOLOMBIA Creative Vice President: Maria Teresa Fernandez (DDB Colombia) General Creative Director: Juan Pablo Navas (DDB Colombia) General Creative Director: Mauricio Rocha (DDB Colombia) Creative Director: Juan Carlos Palma (DDB Colombia) Creative Director: Juan Carlos Espitia (DDB Colombia) Account Director: Luis Fernando Castilla (DDB Colombia) Carolina Uribe (DDB Colombia) Copywriter: Jorge Jᣯme (DDB Colombia) Copywriter: Ricardo Uribe (DDB Colombia) Art Director: Juan Gabriel L (DDB Colombia) Art Director: Jos頄avis Mendoza (DDB Colombia) Art Director: Fabian Fernandez (DDB Colombia) Art Director: Gabriel Escobar (DDB Colombia)via www.coloribus.com