Agency Network: 
June 2020
Postobón: #MáscarasqueCuidan
Postobón Experiential Ad - #MáscarasqueCuidan


The creation of PPE and medical equipment for the current COVID 19 crisis has inspired people to put their DIY skills to work by creating ingenious options at home. That is how the new Sancho BBDO initiative for Postobón came to life. An amazing idea that motivates people to stick to safety protocols and protect their families while they recycle.

We had the challenge of providing people with an easy way to protect themselves in the midst of the country's reopening, so the Postobón team created #MáscarasqueCuidan, an initiative that includes a user-friendly guide for people to reuse PET bottles and turn them into face shields in just 4 steps, with the help of household objects such as a lanyard, a cap or scissors. Facilitating the production of PPE at the cost of a family soda has especially helped low-income families, since the average price for face shields range from 10 USD per unit.

After a careful analysis of the variety of plastic and acrylic materials used in facial shields, the Sancho BBDO the team concluded that the plastic in the family-size 2 and 3-liter PET bottles meets both the thickness and resistance needed to resist the abrasion caused by chemicals used to sterilize PPE.

Since launching the campaign, several influencers have made their own version of #MáscarasqueCuidan, posting their creation on social media and giving their followers different options so they can also prevent COVID 19 after enjoying a soda.

Postobón has carried out several actions in recent months to support Colombians. For its latest initiative, with the creative support of Sancho BBDO, it provided a simple and quick way for people to create PPE at home; while thinking of the environment. The campaign has been widely covered on national media and supported by influencers, such as local sustainability activist Marce La Recicladora.

Experiential advertisement created by BBDO, Colombia for Postobón, within the categories: Non-Alcoholic Drinks, Public Interest, NGO.

Advertising Agency: Sancho BBDO, Colombia
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