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Operation Rivers of Light

基本信息
行业: 公益与非盈利组织
媒体:户外
投放:哥伦比亚
风格: Minimalism
说明cnen
Describe the campaign/entry
For more than 60 years, Colombia has been fighting against the oldest guerrilla group in the world: FARC. This time, we needed to make an action to invite them to demobilise and go back home. The problem is that everyday they hide deeper in the jungle, so it's very difficult for us to make them catch our messages. We found out that Christmas is the most emotional and hard time for guerrillas, because it's when they feel further from their families and their loved ones. As Guerrillas don't use any of the traditional media because of theie war conditions, the rivers from all over the country have become their most important channels of communication and transportation. Every FARC base camp is built close to any river of the country. The rivers go to the most intimate point of the illegal armed forces - more than any other media.

Give some idea of how successful this campaign/entry was with both client and consumer
- We sent 6,823 messages and gifts inviting to demobilise. - We got one demobilisation every 6 hours, between December and January. - In December 23th, we had one of the most historical demobilization in the Colombian Pacific, in which an important leader demobilised along with 9 more guerrillas and lot of military stuff. - This military stuff represents 6% of all the military stuff in the history of the demobilsation program. - Demobilization levels of the under-18s grew 10%. - The President himself, and all the people from his government, joined the campaign, and also sent messages to the rivers.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We planned and executed a military operation. We made an official announcement trough traditional media (such as TV, radio, press), inviting guerrilla's relatives and friends, people from war-affected towns, and people from all over the country, to send messages, letters and gifts, inviting guerrillas to leave the weapons, and come back home this Christmas. We put all this stuff in lighting airtight capsules, illuminating the rivers nearest to their camps, and their way to the freedom.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
客户主管:
客户经理:
制片:
其他职位:Production Manager: JOSE ALTAMAR, LOWE/SSP3
Chief Executive Officer: Jose Miguel Sokoloff
奖项
戛纳国际创意节 2012
钛狮 整合营销钛狮
戛纳国际创意节 2012
银奖 公关活动
Public Sector
戛纳国际创意节 2012
银奖 推广
Best Use of Guerilla Marketing in a Promotional Campaign
戛纳国际创意节 2012
银奖 推广
Public Health & Safety, Pubic Awareness Messages
戛纳国际创意节 2012
铜奖 户外
Stunts & Live Advertising
克里奥奖 2012
铜奖 户外
Other
The Kinsale Shark Awards 2012
银奖 环境互动
Media: Innovative Media Strategy & Use
The Kinsale Shark Awards 2012
银奖 整合营销
Media: Innovative Media Strategy & Use
The Kinsale Shark Awards 2012
银奖 其他
Media: Innovative Media Strategy & Use
The Kinsale Shark Awards 2012
铜奖 环境互动
Free space
The Kinsale Shark Awards 2012
铜奖 环境互动
Best Campaign using 3 or more different media types
The Kinsale Shark Awards 2012
铜奖 整合营销
Free space
The Kinsale Shark Awards 2012
铜奖 整合营销
Best Campaign using 3 or more different media types
The Kinsale Shark Awards 2012
铜奖 其他
Free space
The Kinsale Shark Awards 2012
铜奖 其他
Best Campaign using 3 or more different media types
EPICA (Europe's Premier Creative Awards) 2012
银奖 媒体应用与Branded Content
Consumer Direct
EPICA (Europe's Premier Creative Awards) 2012
银奖 媒体应用与Branded Content
Media Innovation - Alternative Media
EPICA (Europe's Premier Creative Awards) 2012
银奖 其他
Consumer Direct
EPICA (Europe's Premier Creative Awards) 2012
银奖 其他
Media Innovation - Alternative Media
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