Advertiser: PRESIDENCIA DE LA REPÚBLICA
Agency: GREENTOOL
Category: Public Health & Safety, Public Awareness Messages
Advertising campaign: BELIEVE
Audio/Music: Carlos Calvo (Laika)
Creative: Felipe Rodriguez (Greentool)
Producers: Carolina Duran (La Tigre)
Producers: Livia Correo (Buena Onda)
Account Director: Fermin Gonzalez (Greentool)
Creative: Sergio Peralta (Greentool)
VP Creative: Alejandro Benavides (Greentool)
Producers: Nicolas Katime (La Diva)
Creative: Carolina Infante (Greentool)
Producers: Giovanni Guerrero (Un Par De Gatos)
Outcome
Before this campaign, only 65% of Colombians believed that peace was possible through dialogue. Now, that percentage has risen to 75%. 1 million people marched on March 9th to demonstrate that they believe peace can be achieved through dialogue, all united under Colombian president Juan Manuel Santos, who chose to wear his “Mi aporte es creer” t-shirt that day.
Execution
More than an advertising campaign, we created a cause. With the support of the three most influential Colombians, Shakira, Falcao, and Juanes, we managed to make millions of Colombians identify with, support, and spread the word about this cause, “Mi aporte es creer. Yo creo en la paz.” “I contribute by believing. I believe in peace.” This invitation to believe became the official voice of the peace effort, from Colombia’s president to Colombians living in or outside of the country.
Implementation
Our idea was, with the help of Shakira, Juanes, and Falcao, to achieve the impossible: for one day, to change the red of the Colombian flag, which represents the bloodshed of our history, to the white of peace. Thousands of Colombians all over the world participated in the peace process by downloading and printing the new flag—yellow, blue and white—taking a picture with it, and posting it on social networks.
Client Brief Or Objective
After 60 years of living in the midst of an armed conflict, the government of Colombia and the largest guerilla group, the FARC, decided to find peace through dialogue instead of war. The challenge for us was to find a symbol that would involve 47 million Colombians in the peace process. Our strategy was to bring together some of our most influential countrymen, so that they could invite all Colombians to participate by first BELIEVING that there can be peace.