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