Reinforce the brand cultural leadership of bringing happiness and hope by creating the first River Caravan to bring Christmas´ spirit where has never been before.

As 3 generations has never seen this before, the idea included Christmas and brand iconic elements to make sure hope and Christmas values will remain to further generations.

** Context note: the populations we did visit don´t have good roads cause the 50 years war impact the country developement toward the cities many years.

** Context note 2: The river was dangeours many years and eventhough it was very important over the 19th century, it was forgotten over more than 50 years.

** Context note 3: None brands used the river previously over 50 years. None brands has bring such a big experience to these populations. (According to all town´s majors)

IMPLEMENTATION

We created and built a "130 mts / 426ft" long boat. Working with local goverments, we built events at every port including music, sampling, fireworks, dancers and local artists.

We did lead government entities, nautical, tourism and security to assess the viability of the project.

Over the building process more than 2000 pieces recreated Christmas moments with help of large scale figures 9mt/27ft of height and 2300mts/1.5Miles of led lighting.

TIMELINE&PLACEMENT

October: Project presentation to communities.

November: Media presentations and PR strategy.

December8th: CocaCola Christmas's event starts the process.

December8th: Port_Berrio

December8th: Media Release /livenews/ influencers

December11th: Port_Barranca

December13th: Port_El Banco

December15th: Port_Mompox

December16th: Port_Magangue.

December17th: Port_Calamar.

December19th: Port_Barranquilla.

December22nd: Videocase and campaign material for Colombia wishing Merry Christmas to all (25.7Million views)

SCALE (First Branded large scale action over 50 years accross 500Miles populations)

Boat built: 130mts/+400ft

600.000people directly impact

+500Miles journey

+2000 Scenographic items.

+50 towns impacted.

- +600.000 people directly impacted.

- 25.7 millions of visualizations

- +2 Million impressions

- +400% Brand interactions

- Forgotten towns due war consequences: +30% internet searches of visited places