Lowe Bogota and Droga5 share 4A’s Jay Chiat strategic excellence award

It’s nice that there’s an American Association of Advertising Agencies (4A’s) award for clever thinking in memory of the late Jay Chiat and, for the first time, it’s been shared.

Lowe SSP3 in Bogota, Columbia, wins for its celebrated ‘Operation Christmas’ campaign for the Colombian Ministry of Defence aimed at persuading FARC rebels to turn themselves in (331 last Christmas, up 30 per cent on the year before) while Droga5 wins for its clever attempt to include slackers in the sports clothes universe on behalf of Puma.

Here’s one of Lowe’s.

And from Droga5.

Awards jury chairman Andrew Delbridge from McKinney says of the Lowe winner: “Lowe’s work for the Colombian Ministry of Defence was not only brilliant but heroic. Planners interviewed guerilla rebels to find insights that contributed to ending a 60 year war.”

Droga5 strategy director Ben Jenkins says: “By putting joy back into sports, we could discover a consumer who’d been completely ignored for the last 20 years.

“The other guys didn’t have not much in the way of joy. Football shoes suddenly were being traded like precious commodities. Running had become intensely serious and depressing, at the expense of personality.”

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