Tags: Industry: Government,No ProfitCompany: Ministerio De Defensa NacionalAgency: Lowe SSP3Country: ColombiaPrize: Cannes Lion Prize,New York FestivalYear: 2011Type of content: Video case studyLanguage: EnglishTopics: Event Marketing
Operation Christmas was a campaign launched in Colombia during the Christmas season to encourage FARC guerrillas to demobilise. Lowe Ssp3 selected nine 75-foot trees along paths the insurgents used and decorated them with Christmas lights and a message encouraging them to come home. 331 guerrillas demobilized while the campaign was active, a 30% increase from the previous year. (www.mullenlowegroup.com)