An ad that took a country’s breath away.
Context: On July 7th, 2017, Sofía Gómez, a Colombian athlete sponsored by BBVA, submerged 84 meters into the sea to establish the new apnea World Record, a rarely known and practiced sport in the country. During her achievement, she held her breath in for 2 minutes 45 seconds.
Idea: In order to turn a record of an unknown sport into a record of an entire country, we used the most important newspaper of the country to publish an ad with a story that took to be read, the same time that Sofía took to immerse. With this action, we challenged Colombians to read it holding their breath in, mark their own record and then post a picture on their social networks adding the hashtag #BBVAconSofia (#BBVAWithSofia). The ad also invited people to visit a site where they could read the text, mark the time they read without breathing and share their record in their social networks.
1,9 million readers in 24 hours
16 million impressions on social networks in just a weekend
Trend Topic for an entire day
Integrated advertisement created by DDB, Colombia for BBVA, within the category: Finance.
CEO: Borja de la Plaza
Chief Creative Officer: Leo Macías
VP Digital: Joanna Safi
Creative Directors: Juan Cárdenas, Carlos Agudo
Copywriters: Natalia Prias, Laura Garrido
Art Directors: María Hernández, Miguel Van Bommel
Motion Designer: Johan Coy
UX Director: Carlos Ballén
Web designer: Juan Pablo Ángel
Developers: Julián Valencia, Sebastián Parra
Social Media Manager: Verónica López
Quality Assurance: John Alfonso
Graphic Designer: Jacobo Morales
Account Directors: Manuel Leal, Tatiana Castellanos
Planning: Jorge Becerra, Diana Henao
Agency Producers: Darío Lozano, Andrés Mejía
Director: Juan Camilo Pinilla / Akira
Production Company: Akira
Photographer: Kalindi Wijsmuller