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McCann Helps Colombia Rewrite its Future

McCann LATAM, 5 months, 4 weeks ago

Ministry of Education recycles fired bullets into pens for distribution to the country’s leadership

McCann Helps Colombia Rewrite its Future

After four decades of guerilla war in Colombia, a peace treaty signing between the Colombian government and FARC (The Revolutionary Armed Forces of Colombia—People's Army), of which the date is currently under discussion, is a milestone in the country’s history.  To commemorate this historic event as a step forward in rewriting Colombia’s future, McCann Worldgroup Colombia developed a concept for the Ministry of Education to recycle fired bullets into pens to be distributed to the country’s leadership.


The Ministry of Education presented the first of these 'bullet pens' as Christmas gifts to Colombia’s president, other federal government ministers, scholars, intelligentsia, journalists, and key media outlets. Each of the pens came with the message, “Bullets wrote our past. Education, our future,” along with the request that they be used to write proposals on building Colombia’s future.

The 'bullets to pens' peace project includes a website on which all the proposals written by Colombia’s leaders with the bullet pens will be displayed. The originals of those proposals will be sold in auction with the money to be given as scholarships to the orphans of the heroes killed during the war.


Advertiser: Ministerio de Educación Nacional

Creative Agency

Chief Creative Officer: Samuel Estrada

Creative Director: Alejandro Bermúdez/German Camelo/Juan Carlos Palma

Copywriter: Christian Mondragón/Alejandro Bermúdez/León Guzmán

Art Director: José Rodríguez / Mónica Beltrán / Carlos Zarate

Account Director: Andrés Jimenez

PR: Corporativa

Producer: Rosario Carvajal

Creative Agency: McCann Worldgroup Colombia

Account Executive: Jaime Suárez

Sound Producer: Laika Studio

Post Production / VFX

3D: Life / Salvación

Post Production House: Red Mosquito / Life

Production Company

Production Company: Direktor Films / Red Mosquito

Category: Corporate and social , Education

Genre: Creative technology , Documentary , People , Storytelling