This year, Lowe SSP3 won a Titanium Lion at Cannes for "Rivers of Light," the uplifting Christmas campaign that floated LED-lit balls containing hopeful messages and gifts down Colombian rivers in an effort to reach guerilla fighters and convince them to leave the jungle.
Now, the agency's back with "Operation Bethlehem," another campaign with the Colombian government to reach the fighters of the insurgent organization, FARC. This year, upon hearing reports that the fighters were being moved around the jungles in order to stop them from deserting, the agency decided to help them get out -- if they wished to -- and surrender.
Operation Bethlehem placed beacons in strategic areas that would act as guiding lights and illuminate the sky, lighting the way to out. Read more about the effort in behind the work.