Cannes Lions

The Bulletpen

McCANN COLOMBIA, Bogota / MINISTRY OF NATIONAL EDUCATION COLOMBIA / 2016

Awards:

1 Gold Cannes Lions
2 Bronze Cannes Lions
2 Shortlisted Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Description

To remind everyone that the future of our country in peace lies in education, we decided to create a unique symbol, turning an element of war into one of peace.

Execution

We asked the military industry to give us the used bullets casks. Then we emptied them of their gun powder, cleaned them, engraved them, filled them with ink and transformed them into the symbol of our message: “Bullets marked our past. Education will write our future”

We offered it to journalists, writers and opinion leaders as a Christmas gift direct mailing and also we gave it at events like “Hay Festival” at Cartagena, Colombia.

Outcome

*National and international media coverage, from US to China, CCTV news, CNN, Deutsche Welle, The Whashintog Post, Lebanon on Time, AFP, LA Stampa Italia, AskaNews, El Mundo Spain, Telemundo International, MSN, news, Yahoo news, La Nación Chile, , Terra news and hundreds of Latinoamerican news websites.

*We continue cuantificating the value generate in free press by the campaing. The Bulletpen and our message still generates more and more news from all over the world.

*More than 500 influential personalities including President Juan Manuel Santos and Luis Almagro General Secretary of the Organization of America States joined together to rewrite the history of the country.

*Gina Parody, Minister of National Education went from been perceived as one of the worst ministers to be rank as the best minister of Colombia in a public opinion poll made in march 2016.

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