Jose Miguel Sokoloff: How Christmas lights helped guerrillas put down their guns

'In my lifetime, I have never lived one day of peace in my country,' says Jose Miguel Sokoloff. This ad executive from Colombia saw a chance to help guerrilla fighters choose to come home -- with smart marketing. He shares how some creative, welcoming messages have helped thousands of guerrillas decide to put down their weapons -- and the key insights behind these surprising tactics.