Нестандартная реклама "The code", рекламодатель: Armed forces of Colombia, агентство: DDB Colombia
Название: The code
Агентство: DDB Colombia
Рекламодатель: Armed forces of Colombia
Страна: Колумбия
Сектор бизнеса: Некоммерческие организации
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| Alfonso Diaz | DDB Colombia | Copywriter / Creative Director |
| Mario Leon | DDB Colombia | Art Director |
| Juan Carlos Palma | DDB Colombia | Creative Director |
| Juan Carlos Espitia | DDB Colombia | Creative Director |
| Rodrigo Davila | DDB Colombia | General Creative Director |
| Rodrigo Bolivar | DDB Colombia | General Creative Director |
| Luis Eduardo Castilla | DDB Colombia | Account Manager |
| Carlos Portela | Radio Bemba | Production Manager |
| Amaury Gutierrez | Radio Bemba | Sound Engineer |
| Diego Bautista | Radio Bemba | Sound Engineer |
| Bibiana Pinzón | Radio Bemba | Account Director |
| Natalia Gutierrez | Radio Bemba | Singer |
| Angelo | Radio Bemba | Singer |
| Juan Pablo Navas |
Describe the brief from the client: In Colombia there are policemen and soldiers who have been kidnapped for more than 12 years. They don´t know what has happened to their families or their country, they only find out about news that the guerilla wants them to hear. In an effort to speak directly to their men and tell them about their daily efforts for rescue, and considering that radio is the only means of communication, a song was created which contained a hidden message of combat in the chorus written in Morse code.
Creative Execution: In over 12 years the kidnapped policemen and soldiers have only found out about news that the Farc wants them to hear. For the first time through this song and its messages in Morse code they found out about reality and the efforts being made every day to rescue them.
Describe the creative solution to the brief/objective. The only way to reach the policemen and soldiers who have been kidnapped for over 12 years is by radio. This is why we created a song which had hidden messages of combat hidden in the chorus in Morse code. 3 million Colombians listened to the song, including members of the FARC guerilla, but our 16 kidnapped policemen and soldiers were the only ones who understood it.
Describe the results in as much detail as possible. Thanks to two men from the armed forces which were freed, we know that these messages were received and understood. The message of courage and hope was then passed on to all the kidnapped men.
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