Cannes Lions

The Bulletpen

McCANN COLOMBIA, Bogota / NATIONAL MINISTRY OF EDUCATION / 2017

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For more than 50 years, Colombia has been faced with war. In 2016, a peace treaty between FARC guerrilla and the government was in process. In the middle of the political debate, we needed the media to be on our side and start talking about the good things that will come with the peace.

For the first time in decades, the Education budget was larger than the Military one. Therefore, it was the perfect excuse to create a unique symbol to show the country that the war will be transformed into classrooms.

So, using journalists, we transformed bullets fired in war into pens. This showed Colombian people that “Bullets wrote our past but education will write our future”.

It started as a direct mail from the Ministry of Education to 350 journalists, writers and influencers.

They used the media to spread the message throughout the world, showing the power of this new weapon.

After that, the President of Colombia shared the Bulletpens with everybody. First, with the Universities, to highlight their lead role in moving the future of Colombia from the battlefield to the classrooms. Second, with the guerrilla leaders, to show them that Colombian people need the peace treaty. And finally, with religious and political (maybe you could add this) leaders like the Pope and Theresa May, who will invest 45 million pounds in development after the conflict.