Lowe SSP3: Operation Rivers of Light - The Making Of...

Guerilla good cheer.

Published on

Editor's Pick

Lowe SSP3 Bogota is targeting Guerrilla soldiers with messages of holiday cheer from their friends and family, in an effort to get them to demobilize. Operation Rivers of Light encourages loves ones of rebel soldiers to insert holiday wishes and presents in special glowing capsules. The capsules will then be floated down Colombian waterways alongside areas occupied by the insurgents. The campaign is based on insight from a former guerrilla focus group that determined that Christmas was important even to a revolutionary, and that rebel forces are more likely to travel via water, not the road.

Read more about the effort in Behind the Work.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Dec 09, 2011
Agency:
Lowe SSP3 Bogota
Client:
Lowe SSP3
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age