In April, the documentary Finding the New Roads of Colombia premiered on Discovery Channel across Latin America, an idea that was born two years ago from the Commonwealth / McCann Colombia team with its client Chevrolet in mind.

The audiovisual production travels through Caquetá, a territory that was in the midst of violence and which is one of the most biodiverse and least explored in the country, to show the world landscapes with waterfalls that are part of the Amazon, such as the Cañón del Pato, the Cave of the Seven Colors or Anayacito.

“Our obsession is that the brands we work for embody their reason for being in the best possible way. How far can you go to make your vision come true? In this case we proposed that Chevrolet effectively break new ground, no one else could meaningfully tell this story that takes us to places practically unknown geographically and emotionally. This is an incredible personal and collective journey where fortunately it was also possible to find a great partner like Discovery,” says Samuel Estrada, president of McCann's creative leadership council in Latin America and director of Commonwealth / McCann South America West.

“As part of its commitment to Colombia, Discovery is dedicated to initiatives and audiovisual productions that highlight the landscapes, places, biodiversity and culture of the country, with the help of local allies. FINDING THE NEW ROADS OF COLOMBIA is part of this corporate initiative that was possible thanks to the alliance with Chevrolet, which today allows us to get closer to the Colombian audience,” says Andrea Hernández, Adsales & Planning Director of Discovery in Colombia.