A group of creative Colombian professionals earned a Titanium Lion at the Cannes Lions International Festival of Creativity for a campaign designed for the Ministry of Defense and meant to encourage guerrilla members to turn in their weapons and demobilize. The Rivers of Light campaign was a simple, touching idea.

Spheres containing messages from residents of areas affected by guerrilla presence and other concerned citizens urging insurgents to return to a life free of crime were lit and thrown into the rivers of the Colombian jungles for guerrilla members to find. The piece competed with 34 thousand other entries.

Click and paste this link to check it out:

http://www.canneslions.com/work/2012/integrated/entry.cfm?entryid=24579&award=22

While it’s true that 64 percent of the population is no longer restricted by the ‘Pico y Placa’ measure, their jobs and school obligations still require many to leave the unrestricted areas, and enter others where it is still in effect, so the differences felt were minimal.

Despite information announcing all the changes released by the Secretariat of Transportation on May 30th, there were still many drivers who were unaware of both the number rotation and the elimination of the measure in several areas. Authorities reported relative normalcy on most of the city’s roads and said they only pulled over 28 violators, who were given a warning and free to go as soon as the two-hour period was over.