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High Five: Colombia

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Edwin Pineda Tobón, CCO at VMLY&R COMMERCE company Geometry Colombia, picks five insightful projects that have recently stood out in his mind

High Five: Colombia

These campaigns from Colombia are connected together with a single thread woven throughout them all. They highlight a time in our history unlike any other and a culture that, through it all, has seen monumental change. A time to remember cultural traditions. A time to understand that enjoying the journey is part of the goal. A time to believe again, even if it doesn’t seem possible. A time to remember that smiling is the most powerful weapon we all have. I hope you enjoy these campaigns as I have...

Cola & Pola - 'Coconut Lemonade'

Agency: Fantástica
Production: Akira Cine
Director: Juan Rueda
Music: Sónica

Cola & Pola’s latest campaign to launch a new drink flavour in the market is an incredible piece. I love seeing how it seeks to restore and make relevant our Caribbean culture once again, using great care in both the epoch image and the very well achieved casting. The 'Picó' - a huge speaker with decibels high enough to make the floor vibrate - is a 60+ year old tradition combined with annual contests to find the best one. While the campaign may have been for a new drink flavour, it’s an incredible idea that exalts a very strong cultural tradition within our country.

Penguin Random House - 'Reading an Abridged Version Makes You Miss the Book'

Agency: Grey

I like this print campaign for its level of art. The powerful image immediately catches our attention and invites us to find out more about it, and the ultimate message reveals an unexpected twist. It reminds us that in reading a book’s abridged version, we’re not actually getting the full story - and that’s part of the enjoyment. By reading the full story, we have the opportunity to enjoy that journey, and to enjoy life. A summary will never be the same as the original.

Alpina - 'It’s Time to Believe Again'

Agency: Creamos Agencia
Production & Post: Mompozt Animation x Santos Film x Lateral Production
Music: Sebastián Mejía

A simple and magical story for the New Year - a time perfect for believing again. The execution on this campaign is simply beautiful; the care in the art and the handling of light makes it memorable. An art direction that helps to perfectly portray our country and invites everyone to unite regardless of the current conditions, because when one decides to believe, everything changes.

iFood - 'El Festival del Pediré'

Agency: The JuJu
Production: Avenida Films
Post: Diego Caceres
Music: República Audiovisual

I love how this film portrays the way Colombians celebrate Christmas - full of flavour! Flavour in its dishes, but also flavour in its music and celebration. This campaign, uniting music and celebration into one, is inspired by the incredibly popular Colombian Christmas song 'El Festival del Guarané'.

Coca-Cola x McDonald’s - 'Happy Pay'

Agency: Geometry Colombia

In 2021, Gallup International rated Colombia as the happiest country in the world. Colombians have been hiding that smile for a long time though due to face masks. With the country reaching a 70% vaccinated rate, it was time to show that smile again to everyone. I love this idea because it turns one of Colombian’s most valuable asset into a means of payment at McDonald’s.

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VMLY&R COMMERCE LATAM, Thu, 24 Mar 2022 11:45:31 GMT