The First Ad Campaing made from a Jail
Carulla - Grupo éxito
Issue 52 | October 2019
Agency
Ogilvy Colombia
Creative Team
V.P. Creative: Juan Pablo Alvarez V.P. Executive: Fabio Quiroga Executive Creative Director: Julio César Herazo Executive Director: Catalina Cifuentes Copywriter Senior: Felipe Téllez B. Graphic Designer Senior: Julián Cortés Graphic Designer: Hernando Gaona
Production Team
David Studio
Other Credits
Agencia Interna - Fundación Acción Interna
Date
July 2019
Background
Those who value freedom the most are those who lost it. Therefore, to commemorate 200 years of Colombians’ independence, a campaign was developed from inside one of its prisons. Together with 15 prisioners / creatives, this was the first advertising campaign made from inside a prison in the world. To remind everyone the true value of freedom, and Carulla's commitment to the country.
Idea
History is written in a unique brief This is what Ogilvy Colombia demonstrates by directing the first campaign for Carulla developed from under the roof of jail, one that has been conceptualized and sketched with the creatives from the Agencia Interna – the first advertising agency inside a penitentiary center-. For this, Ogilvy and Carulla assisted during 10 weeks the jail Cárcel Modelo de Bogotá, training the inmates while they developed the campaign from a brief specially chosen for them. The outcome: more than 19 ideas and nearly 30 graphic proposals. Therefore, offering, as a result, a remarkable campaign with no precedents. The result was: "CARULLA SE VISTE DE CAMPO". Campaign by which the brand offers tribute to the 200 years of freedom. Therefore Carulla became the first brand to offer a second opportunity to the jail community in the world.
Results
The Campaign on freepress has so far achieved $160,586.64