Ad Agency Convinces Guerilla Fighters To Defect
Colombian agency Lowe SSP3 uses strategically placed lighting to literally guide insurgents home this Christmas.
Last year, Lowe SSP3’s ‘Rivers of Light’ campaign convinced 180 insurgents in Colombia to give up the fight and return home. This year, while the message of demobilization remains the same, the method aims to bring greater light to the effort.
For the ‘Rivers of Light’ campaign, which won a Titanium Lion at Cannes, the agency floated LED-lit balls down known guerilla transport-rivers. The balls contained hopeful messages and small gifts to persuade the fighters to defect and return home. This year’s campaign, dubbed ‘Operation Bethlehem,’ is an attempt to literally light their path out of the jungle.