How Lowe's Jose Miguel Sokoloff Used Christmas Lights to Help End a War

Colombia is a country of exceptional beauty and promise. It’s also a country where the F.A.R.C. guerrilla movement has incited violence for 50 years.

“In my lifetime, I have never lived one day of peace in my country,” says Jose Miguel Sokoloff.

So, the ad executive and his team saw an opportunity to sway guerrillas' hearts and minds with Christmas trees and personalized messages strategically placed throughout the jungle.

At TEDGlobal in Rio this past October, Sokoloff offered a look at the creative messages that have led thousands of guerrillas to abandon the war, and the key insights behind these surprising tactics.