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Thousands of small businesses were forced to close down due to the financial crisis generated by the pandemic. Colombia was no exception: According to the Bogotá Chamber of Commerce, more than 40,000 companies were liquidated between January and December of 2020. 99% of them were small businesses.

De Todito, the most complete and filling snack in Colombia, wanted to send a positive message “post-pandemic” to young people, using urban music as a vehicle, under the concept ‘No te quedes a medias’ (‘give it all you got’)

Music videos have been an effective platform to reach younger generations for years, and many of the articles that are part of the art direction and styling, catch the eye of the audiences, becoming desirable but unattainable objects.

De Todito in partnership with Piso 21, one of the most prolific urban music bands of Latin America, created ‘No te quedes a medias’ (‘give it all you got’): a video clip where all the art direction and video styling were made with products from entrepreneurs affected by the economic crisis; turning it into a display window visited by millions of people from all over the world. And people could buy everything (clothing, accesories, forniture, decor and even street murals) to support them.

Results:
+67% increase in online sales for small business.
+600% increase in traffic to entrpreneurs’ Instagram profiles.
200 small business was supported.
18 millions people watched the videoclip or the same entrepreneur’s display window.
+370 Millions media impressions.
US$5 Millions in earned media.