PROUD SPONSORS OF THOSE WHO KEEP ROCK STANDING.

For 29 years, rock music in Bogotá, the capital of Colombia, has been a ritual lived with feet on the ground and souls in the air. In every mosh pit, in every jump, under every heavy rain or blazing sun that beats down on the stages, thousands and thousands of rockers have endured, shouting with only one support: their feet.

That’s why, and for them, Mexsana—with its freshness—became the sponsor of those who keep rock standing. A campaign that didn’t come to steal the spotlight, but to recognize the anonymous effort of those who give it their all in the mud, through shoves and broken boots. We infiltrated without poses or filters, with a visual narrative that portrayed the real face of the festival: feet pushed to the limit, surviving shoes, soaked faces, wet socks, and bodies that vibrate with every chord.

With a documentary-style aesthetic, unretouched, we transformed Mexsana’s freshness into a symbol of resilience. Because rock isn't just heard—it’s walked, jumped, sweated, and celebrated from the ground up. And with a bit of relief, even after hours of moshing, the rock goes on—and the feet do too.

Thus, with its freshness, Mexsana wasn’t just present at the country’s biggest festival. It was right where rock has always remained: on the ground, where anthems are born, and where true fans quite literally stay on their feet.