Over the last 23 years in marketing, there's been a few challenges that one wonders "how are we going to tackle this one?". One such challenging brief was to sell Dutch, bull semen to British farmers (I'll save that for another day).
Tough as they may have been, my hat goes off to the chaps at Lowe-SSP3 in Colombia. Their agency brief from the Colombian Government, was to encourage as many of the country's 6000 armed guerilla's to demobilize. I'm sure the creatives were thanking their new business director when that one landed? I'm guessing that you are damned if you do, damned if you don't take this project on?Anyway, undeterred their solution was an example of lateral thinking and shows how, with a single, simple concept and the use of multi-channel communications, almost any problem can be taken on.
The post-campaign, promotional video on YouTube is nicely art directed (much influenced by Spielberg's 'Band of Brothers') but bear with it as the results are impressive. Over 330 armed guerillas handed in their weapons. Perhaps food for thought for some of our Police forces/ HM Government anti-gang initiatives?
To find out more, please click the link http://www.youtube.com/watch?v=FMLoYpy_HFw
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