The Most Wanted Portrait

Agency Network: 
April 2021
Alcaldía de Soacha: The Most Wanted Portrait
Alcaldía de Soacha Integrated Ad - The Most Wanted Portrait


Soacha is one of the largest municipalities in Colombia. But it is also one of the places with the most cases of informal crimes (164 robberies a day, 133 criminal gangs. And 110 homicides in 2020). The problem is that although the Police do their best, creating a handmade spoken portrait takes too long and justice is often not achieved.

However, there is a technology with very high levels of customization, which allows you to create almost real characters in less time: video games.

Seeking to improve the security indexes in the city, the Mayor Office of Soacha trained a portraitist expert in morphology, to use video games as a working tool in order to create faster and more real spoken portraits.

After the training, the Cundinamarca Police provided the resources to create more than 100 spoken portraits in the first 20 days. The portraits were made public through a poster that was circulated in the municipality, on social networks and reached national media. Also, there is even a reward of up to $1.500 USD for any information that helps to catch criminals.

The initiative was presented to the government to be replicated throughout the country and is already under study to be endorsed by the Sociedad Científica de Retratistas Colombianos.

Integrated advertisement created by BBDO, Colombia for Alcaldía de Soacha, within the categories: Gaming, Public Interest, NGO.

Advertising Agency: Sancho BBDO, Bogotá, Colombia
Audio Studio: Hastings Audio Network
Production: Flare Bogotá
Chief Executive Officer: Carlos Felipe Arango
Chief Creative Officer: Mario Lagos
Chief Creative Officer: Sergio León
Business VP: Natalia Pérez
Planning VP: Andrés Carvajal
Executive Creative Director: Andrés Luque
Executive Creative Director: Daniel Calle
Executive Creative Director: Jhonny Victoria
Creative Director: Jerónimo Zapata Trejos
Creative Director: Diego Julián Rodríguez
Creative Copywriter: Sebastián Suárez Gnecco
Creative Copywriter: Jerónimo Zapata Trejos
Art Director: Camila Cabra
Art Director: Rodrigo Hernández
Motion Graphics: Ricardo Solano
Head Of Planning: Juan Camilo Laverde
Planner: Paula Centeno
Business Operation Manager: María Clara Villegas
Production Director: Pocho Giraldo
Production Director: Juan Gómez
Executive Producer: Alejandro Bernal
Dp: Nano Carulla
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