We are ecofriend
In this real-time marketing campaign, we managed to capitalize on social media conversations about one of the most popular figures among young people at the time, José Carlos Montoya, a participant in the reality TV show Isla de las Tentaciones (Island of Temptations), who joined Ecoembes in its mission to promote recycling among young people.
The perfect opportunity arose when Montoya, one of the most viral characters in the series, uttered the phrase “we are eco-friendly” while reprimanding a temptor for throwing tissues on the ground. It was then that we brought our creative influence to bear, proposing to Ecoembes that they collaborate with the popular participant from La Isla de las Tentaciones in a unique partnership.
The video exceeded 5 million organic views in just a few days, proving that authenticity, speed, and language adapted to social media are key to amplifying sustainability messages and achieving a high impact in terms of awareness, engagement, and relevance in an environment saturated with stimuli.
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