Posts by Patrick Sewards - Bogotá

Club Colombia beer works to restore ‘Lost Pride’ and age-old craftsmanship

Colombia is known for its great cultural and regional diversity, with the Andes carving a complex cultural map that fostered a plethora of micro cultures. However, most people in the main cities have never heard of them. And now these cultures are in danger of losing their age-old craftsmanship traditions as young people gravitate to urban areas and quicker ways to make a living. The “Orgullo Perdido” (“Lost Pride”) campaign from Club Colombia, a beer brand that emphasizes craftsmanship and the tradition of premium lager, is focused on rescuing and promoting 10 key endangered traditions, addressing concerns about the country losing elements of its heritage. (The work is by JWT Bogotá.)

The brand gathered a team of social and anthropological specialists to determine which handcrafts were most threatened, then narrowed down the list based on factors such as economic viability and positive impact on the community. The 10 skills—which include making filigree jewelry, woven fabrics with natural dyes and traditional marimbas—are documented on a microsite through clips showcasing the artisans and their environs. Visitors can vote on the three traditions that best represent Colombia’s national pride. Special edition Club Colombia cans showcase some of the crafts.

Colombians are clearly interested in holding on to their unique culture, and the campaign is striking a chord. In two short months there have been more than 145,000 votes on the website, which has attracted about 123,000 unique visits. Around 10,000 comments have been made on social media, almost all of them positive toward the initiative and the brand.

Photo Credit: JWT Bogotá

With surprise plane ride, Telmex brings its slogan to life in Colombia

Colombia has one of the highest Internet penetration rates in Latin America and the fastest adoption rate, according to comScore. Yet the majority of Colombians don’t have a high-speed connection at home, instead frequenting Internet cafes to get online. While Colombians can afford computers, most are hesitant to invest in broadband due to the monthly fees, so broadband has yet to become a commodity. In a recent campaign for Telmex, a local Internet provider, JWT Bogotá used this insight to directly address price anxiety surrounding the cost of at-home Internet connections.

One day last October at Colombia’s busiest bus terminal, 35 people boarded a bus for the long journey from Bogotá to Calí. As the trip began, a mystery man boarded and told the passengers that thanks to Telmex broadband service, they would be traveling by plane, an experience most had never had before. An eight-hour bus journey became a 35-minutes plane ride—a tangible demonstration of Telmex’s promise of “high speeds for the price of low speeds.”

By placing real people in a storytelling-based activation, Telmex effectively humanized its service, countering the misconception that high-speed broadband (just like flying on a plane) is an out-of-reach experience for everyday Colombians.

Telmex Airplane Comercial Spot JWT Colombia from Patrick Sewards on Vimeo.