How the Colombian army sent a hidden message to hostages... using an UNORTHODOX METHOD
Colonel Jose Espejo was a man with a problem As the Colombian army's communications expert
hostage camp deep in the jungle, guarded by armed FARC querillas Some had been hostages for more grainy video again, he saw kidnapped soldiers chained up inside barbed-wire pens in a than 10 years, and many suffered from a grim, flesh-eating disease caused by insect bites It was 2010, and the straight-talking Espejo was close to retirement after 22 years of military service. But couldn't stand the thought of quitting with men left behind enemy lines. He needed an idea, and when he needed an idea, he always went to one man
Juan Carlos Ortiz was dunking his kids in the pool at his home in Coconut Grove, Miami, when he got the call from Colonel Espejo. With his easy charm and seemingly natural talent for creating clever commercials, the 42-year-old advertising executive had earned himself a Don Draper-like reputation in The ambitious Ortiz had shot to fame at the Colombian office of Leo Burnett- the legendary ad agency Colombia behind Tony the Tiger-where he created an anti-drug TV spot for the Colombian President's Office.
Ortiz had designed unorthodox campaigns to battle the FARC before In 2008, he dreamed up an operation to persuade pregnant female guerillas to defect the army air-dropped 7 million pacifiers into the jungle with a message encouraging rebels to return to civilization. The operation involved seven helicopters, three airplanes, 960 flight hours, 17,800 gallons of fuel, and 72 soldiers flying twice a week for four months During the holidays, the army illuminated giant Christmas trees across the jungle to remind guerrillas what they were missing They also wrote messages promoting peace on soccer balls and floated them down the river toward the reb…
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