Talented advertising executive Jose Miguel Sokoloff's inspiring keynote talk shares the revolutionary story of how Sokoloff and his advertising team put a temporary stop to F.A.R.C. guerrilla attacks in Columbia by leveraging the holidays. This powerful emotional tactic helped to prompt several thousand guerrilla soldiers to put down their weapons during a time of war.
Sokoloff boldly took it upon himself to lead his team through the challenge of trying to sway guerrilla members to end violence. Together, the team put up Christmas lights in a large number of trees and customized childhood images coupled with paternal messages scattered throughout the jungle to emotionally hit home in the hearts of guerrilla soldiers. The responds was overwhelming and sparked many soldiers to relinquish the war in the place of peace.
"Advertising," Sokoloff says, "is still one of the most powerful tools of change that we have available ."
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