Marca: The Flag Refill

The #AmarilloAzulyYo (#YellowBlueAndI) campaign from McCann Colombia was launched in October 2016 to coincide with the peace agreement signed by the Government of Colombia and the guerilla group FARC. Because the country was coming together as a nation, McCann, Colombia used the colors of the national flag to bring Colombia's citizens together around an important cause, that affects all of its citizens: blood donations. Colombia's red stripe in the national flag symbolizes the bloodshed in all battles fought by the nation, and the #AmarilloAzulyYo campaign, sponsored by Marca País, used the colors of the flag to remind everyone that blood can save lives. The #AmarilloAzulyYo campaign lit up Colpatria, the highest tower of Bogotá’s financial district, eliminating the red stripe and asking Colombians to help refill the red color of their national flag with their collective donations of life-saving blood. As donations mounted, the colorless stripe slowly filled with red light.