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Making of
inner of a Gold Lion at Cannes in the brand experience category, Finding the New Roads of Colombia premiered this year on the Discovery Channel across Latin America.
The branded entertainment documentary was the brainchild of the team at Commonwealth/ McCann Colombia. The project was two years in the making for their client Chevrolet, and aimed to bring the car brand’s purpose to life by showing how it could help “find new roads” while also entertaining Discovery viewers.
Hosted by María Alejandra Cardona, the documentary explores Caquetá, one of the most biodiverse regions in the country, and a gateway to the Colombian Amazon rainforest. It’s also one of the least explored territories in the country –a place historically held by the FARC guerrillas and associated with violence and kidnappings. Finding the New Roads of Colombia reveals stories of people from the region who, thanks to tourism, agriculture and sports, have now found a new way of living since the conflict ended.
“Chevrolet’s involvement in this type of production shows our brand commitment to help Colombians ‘find new roads’ that have not been explored for many years in our country”, said Diana Reynoso, marketing manager at General Motors.





