Context
Talking about political jams during the Colombian election season is a daily occurrence, and this, for a brand like San Jorge and its traditional jams, darkens the picture.
Idea
We decided to give back to the word jam its true meaning, going out to the streets and different digital spaces where politicking is spread, but now, to smear all Colombians with #MermeladaDeLaBuena, the one from the hen houses, the one from San Jorge!
Execution
17 tweeters joined the initiative and detonated the conversation around #MermeladaDeLaBuena, they made recipes with the product and invited others to tell theirs and, while that happened, in the street, 5 content creators massified the brand's initiative: they showed how #MermeladaDeLaBuena was literally distributed and after 10 years without active communication, people understood us.
Context
Talking about political jams during the Colombian election season is a daily occurrence, and this, for a brand like San Jorge and its traditional jams, darkens the picture.
Context
We decided to give back to the word jam its true meaning, going out to the streets and different digital spaces where politicking is spread, but now, to smear all Colombians with #MermeladaDeLaBuena, the one from the hen houses, the one from San Jorge!
Execution
17 tweeters joined the initiative and detonated the conversation around #MermeladaDeLaBuena, they made recipes with the product and invited others to tell theirs and, while that happened, in the street, 5 content creators massified the brand's initiative: they showed how #MermeladaDeLaBuena was literally distributed and after 10 years without active communication, people understood us.
%201.png)
.svg)