Carulla: Carulla se viste de campo

History is written in a unique brief. This is what Ogilvy Colombia demonstrates by directing the first campaign for Carulla developed from under the roof of a jail, one that has been conceptualized and sketched with the creatives from the Agencia Interna – the first advertising agency inside a penitentiary center-.
For this, Ogilvy and Carulla assisted during 10 weeks the jail Cárcel Modelo de Bogota, training the inmates while they developed the campaign from a brief specially chosen for them. The outcome: more than 19 ideas and nearly 30 graphic proposals. Therefore, offering as a result a remarkable campaign with no precedents.

The result was: ``CARULLA SE VISTE DE CAMPO´´. Campaign by which the brand offers tribute to the 200 years of freedom. Therefore Carullabecame the first brand to offer a second opportunity to the jail community in the world.

“This is Ogilvy, this is what it represents and makes us proud, to be able to be part of this projects is what identifies our philosophy and nurtures the agency and our country”.


Mauricio Barriga - CEO Ogilvy Colombia

“Sometimes we consider creativity belongs only to the advertising creatives and agencies, but by looking at this campaign for the first time, produced by the inmates with so much proud and joy, you remember that having an idea is a democratic process.


Julio César Herazo - DCG Ogilvy Colombia

“This independence day I urge you to enjoy your freedom, from someone who wants to have it once more”. Intern of Agencia Interna