“Refajo” is a signature beverage in Colombia, is like a shandy, a mix between Beer and Soda. The original and only ONE is called Cola & Pola and has been sold in the country for over 20 years. However, on december 26th something outstanding happened, apparently the chinese (the masters of the bootlegs) made a copy of our refajo.
We created a classic chinese TV spot with all the communication codes that they use in their advertising. After we secretly made the spot, we allied with a colombian travel influencer that lives in China (@DanGamboa) to start a conversation about this.
The bootleg spot was published as “chinese refajo” on his social media account AND ON "BILIBILI", THE CHINESE VERSION OF YOUTUBE. When Colombians saw the content, they got mad and BEGAN DEFENDING our brand with pride. The spot immediately became a national conversation, even the main media joined. On Fools Day, Cola & Pola used all the conversation about the bootleg, to make a personal response with contents that used the same actors of the video spot (who were more colombian than anybody) to give our message: “Cola & Pola is the original refajo, A TRUE COLOMBIAN CLASSIC”.
Chief Creative Officer: Valentín Villamil
Creative director: José Luis Rueda "El Coste" / David Rodríguez
Copywriter:: Jairo Montoya, Diego Henao, Carlos LezamaArt Director: Oliver León, Ángela Ayala, Camilo Guzmán, Sofía Gil, Julian Torres Calvache
Digital Planner: Camilo Yepés
Producers: Paula Domínguez, Mónica Sanín, Paola Uribe
Production: Colombo Films & La Ramona Lab
Film Director: Camilo Matiz
Motion: Luz Cárdenas, David Castrillón, Felipe Rivera
Edition: Juan Pablo Landinez, Mauricio Saleh, Viviana Salcedo
Photo & Video: Juan Pablo Landinez, Carlos Bejarano
Production: Colombo Films & La Ramona Lab
Film Director: Camilo Matiz
Motion: Luz Cárdenas, David Castrillón, Felipe Rivera
Edition: Juan Pablo Landinez, Mauricio Saleh, Viviana Salcedo
Photo & Video: Juan Pablo Landinez, Carlos Bejarano
*BiliBili: https://n9.cl/ofc5
