Carulla Film, DM Shutter Billboards by Ogilvy & Mather Bogota

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Shutter Billboards

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Industry Supermarkets
Media Film, Direct marketing
Market Colombia
Agency Ogilvy & Mather Bogota
Art Director Mauricio Reinoso, Amples Regiani Ogilvy, Gabriel Escobar Ogilvy
Copywriter Jose Cardenas, Luis Gabriel Ramírez Ivan Rivera Jorge Villareal, Julio César Herazo Ogilvy
Designer Maria Fernanda Ancines
Production Direktor Films
Released February 2014


London International Awards 2014
Billboard Consumer Campaign Bronze Winners

Credits & Description

In Bogota, most stores close at 8 p.m. But Carulla 24-hour supermarkets stay open and offer everything people need: a deli, prepared foods, meats, vegetables, beverages, and spirits. So, we turned the closed night-time gates of several businesses into our billboards. We used them to say that though those stores were already closed, people could find what they were looking for in a Carulla 24 Hours.We negotiated with small-store owners to let us paint our message on their gates in exchange for a monthly payment. In this way, we could deliver our message at the perfect time and place, while they profited during their nonworking hours.
Carulla 24 horas
Shutter Billboards
Ogilvy and Mather Colombia
Chief Creative Director: Jhon Raúl Forero
General Creative Director: Juan Pablo Álvarez, Mauricio Guerrero
Creative Director: Julio César Herazo, Amples Regiani
Art Director: Amples Regiani, Gabriel Escobar, Mauricio Reinoso
Designer: Maria Fernanda Ancines
Copywriter: Julio César Herazo, Jose Cárdenas, Jorge Villareal
Production house: Direktor films
Released February 2014