ABOUT

Last April 28 of 2021, the social crisis in Colombia exploded as a result of a tax reform that considerably affected the living conditions of the middle and lower classes of the country.

The nation went into chaos and violence between the public forces and civilians took over the streets. There were murders, disappearances, mutilated people, excessive force and violation of human rights by the military, who, armed and protected by tanks, fired their weapons on repeated occasions against the population.

While this was happening, the pro-government newscasts in the country were talking about the new COVID-19 strain, also about other world news, oil, the price of the dollar, show business, soccer and the jet set, but not about what was really happening.

As a consequence of this, and because violence had already overflowed in the streets, on May 6, another day full of blood and danger, thousands of Colombians found in Instagram stories a way to denounce and ask for help with the S.O.S. call.

The stories were immediately blocked and removed by the algorithm of this popular social network so that no one could share or see what was happening.

Then, together with Temblores ONG we created a digital initiative with which we hacked Google Maps, the oldest GPS system in existence, giving a new use to this free mapping tool to show the world what some did not want to be seen outside the country.

Within the reels and photo albums of the most famous and visited monuments and tourist sites on the maps of the globe, we invited the population to 'sneak' photos and videos of what was happening in real time so that the S.O.S call of the country could be seen and heard in the 5 continents, because an algorithm will never be stronger than the truth and the call of a country asking for help.

CREDITS:

Client: Temblores ONG
CEO: Juan David Pinzón
Managing Director: Ricardo Aguilar - Miguel Bulnes
Regional Chief Creative Officer: Andrés Riaño
Head of Art: Gabriel Perdomo M.
Creative Director: Samuel Torres
Senior Art Director: Sergio Vega, Carlos Iregui
Art Director: Camilo Aguirre
Copywriter: Andrés Riaño, Samuel Torres, Andrés Gutiérrez
Strategic Planning Director: Andrés Rojas
Account Executive: Laura Cecilia Rodríguez
Director Media Technology: Daniel Ramírez
Project Manager Innovation: Santiago Valencia
Martech Director: Daniel Cardona
Backend developer: David Casas
Master Developed: Jhon Bohórquez