Club Colombia is the premium brand of the country. Its purpose is to promote Colombian heritage as a force to achieve great things. In recent years, a myriad of beer brands have invaded the brand territories, affecting the brand's market share and differentiation.

The brief was to tell a unique Colombian story that only a brand like Club Colombia can tell and create a special edition with the objective of elevating the feelings of pride of the Colombian people.

With an approximate investment of $450,000 USD, the campaign reached people through the use of traditional and digital media (OOH, POS, print, web, digital ads, social media, and activations).

- Club Colombia is the iconic brand of the country, and for this reason, it carries the name of Colombia in its brand. As an icon that represents us, it has the duty to highlight, rescue, and watch over everything that it means to be Colombian. And being Colombian is to recognize that the native cultures of the country deserve to be eternal.

- Colombians aged 24 to 35 have shown a growing trend towards local brands that not only offer quality products, but also have a social and cultural purpose. This trend can be attributed in part to the increasing social awareness in Colombian society and the desire of many consumers to support brands that have a positive impact on the community. Additionally, the cultural diversity and richness of Colombian heritage have led many consumers to seek out brands that celebrate and preserve these traditions.

Inspired by the work of Abel Rodríguez, a self-taught Nonuya artist, we designed a collection of special editions - the first graphic encyclopedia of the Amazon. This collection seeks to immortalize each of the plants named and painted by Abel. In collaboration with the artist, we selected the most relevant plants for the Nonuya community. We used his illustrations to design different cans that would gradually rescue our botanical heritage and help conserve a culture in danger of extinction. These same illustrations were the primary resource for the communication campaign. We included over 2 million cans featuring Abel Rodríguez's work in 4-packs, which were then displayed as works of art in supermarkets and put up for sale with the objective of reforesting our Amazon. For every beer sold, a tree was planted.

Increase of +50 BPS in market share during the launch month.

+90% increase in positive brand sentiment.

+10,000 trees planted in the Amazon.

+1 million cans distributed nationwide.

+15 million people reached.

+12 million impressions.

+$300,000 USD in free press.

+200 families benefited from the planting.

The Nonuya culture is one of the most important in preserving and caring for the Colombian Amazon. Unfortunately, internal conflict, deforestation, and the interests of some individuals have driven them out of their territory, putting their culture and traditions on the brink of extinction. It could be said that Mr. Abel is one of the last representatives of the tribe.