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Ciro Sarmiento
CHIEF CREATIVE OFFICER
Colombia is a beautiful country that leads the world in many positive things. However, due to the recent trend of “narco” shows and movies, Colombia struggles again with a negative image that is unfortunately tied to its past of violence, death and terrorism. Still, American audiences can’t get enough of Pablo Escobar and the drug cartels.
The biggest bank in Colombia, the most iconic newspaper and the Medellín City Hall teamed up to tell the world that this country has a lot more to offer than what we see on Netflix.
Addressable media, data and social content tricked audiences into thinking there was a new “narco” show, when in fact we were using the stereotype to show them the real Colombia.