Fighting the Stereotype with the Stereotype

INSIGHT

Colombia is a beautiful and rich country that leads the world in many positive things. However, due to the recent trend of “Narco” based TV shows and movies, it still struggles with a negative image that is unfortunately tied to its past involving drugs and violence. We teamed up with two iconic brands from Medellín: Bancolombia Bank and El Colombiano Newspaper, along with Medellín City Hall, to show the world that the city and the country are no longer what we see on TV and movies screens.

IDEA

We decided to fight the stereotype, with the stereotype, by creating “The Colombian Ambush”: a miniseries starring famous Colombian and Hollywood actors and actresses that previously had roles in a “Narco” series. This helped fool viewers into believing there was a new show being released, but instead were ambushed with actual positive facts about Colombia.

IMPACT

In the first five days:

  • More than 1.5M views
  • Generated 356K engagements (likes and comments)
  • Shared 28.5K times