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Chevrolet
Lost Roads

RAN IN: Costa Rica,Colombia,Martinique,Cayman Islands,Jamaica,Honduras,British Virgin Islands,U.S. Virgin Islands,Haiti,Bonaire, Saint Eustatius and Saba ,Turks and Caicos Islands,Guyana,Bolivia,Trinidad and Tobago,Guatemala,Bermuda,Suriname,Guadeloupe,Barbados,Saint Vincent and the Grenadines,Grenada,Bahamas,French Guiana,Aruba,Saint Martin,Antigua and Barbuda,Saint Lucia,Anguilla,Saint Kitts and Nevis,Saint Barthelemy,El Salvador,Puerto Rico,Ecuador,Panama,Dominican Republic,Nicaragua,Dominica,Montserrat,Curacao

CLIENT
GENERAL MOTORS COLMOTORES S A

Diana Reynoso, Marketing Lead COL & Content Mkt COL-ECU
ana cediel, Content Marketing Manager
Alvaro Zagal, Brand Manager
Rafael Ramirez, Media & Performance Sup.

AGENCY
COMMONWEALTH | MCCANN *Lead Agency

Samuel Estrada, Director Regional CW/McCann South America West
Alejandro Bermúdez, Creative Director CW/McCann South America West
Gaelle Bouletreau, Account Director
Luis Cortes, Art Director
NIccolo Alarcon, Art Director


MCCANN ERICKSON CORPORATION S A *Lead Agency



CARAT COLOMBIA S.A.S.

Andrea Ruiz, Account Director


SUMMARY

Toyota has been leading SUV segment since the 80's. Then, it was famous because drug-traffickers used them in difficult territories. To demonstrate our SUVs capabilities, we had to test them in a similar difficult territory, with the same memorable characters. We test them in a territory that for 60 years was dominated by guerrillas and, although peace has been signed, people are still afraid to visit. Working with ex guerrillas as guides, we created content to give visibility to those who today are struggling for a new way of life.

CASE VIDEO


Language: English