“Colombians buy Colombian products”. This campaign was a direct call to support the hardworking producers of our primary sector—voiced by Egan Bernal, multiple Tour de France winner and a figure who has united a divided country through his talent.

We produced four videos highlighting how Grupo Éxito collaborates with four key Colombian industries (coffee, fruits and vegetables, textiles, and dairy) to bring their products into households across the country.

We introduced a simple hand gesture to symbolize how different parts of the country come together to create something bigger and more meaningful, uniting consumers and producers as one.