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How DDB Colombia and the BBVA Bank Took a Whole Country’s Breath Away

The national campaign invited Colombians to hold their breath like the BBVA-sponsored world apnea record holder Sofía Gómez

How DDB Colombia and the BBVA Bank Took a Whole Country’s Breath Away

On July 7th, 2017, Sofía Gómez, a Colombian athlete sponsored by BBVA, dived 84 meters into the sea to establish the new apnea World Record, a little known and practiced sport in the country. She managed to hold her breath for 2 minutes and 45 seconds.
In order to turn a record from an unknown sport into a entire country of personal records, DDB Colombia used the most important newspaper of the country, El Tiempo, to publish an ad with a story that took the same amount of time to be read as the time that Sofía spent underwater. With this action, they challenged Colombians to read it while holding their breath, mark their own personal record on the page 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.
The campaign reached 1.9 million readers in 24 hours, achieved 16 million impressions on social networks in just a weekend and was a trending topic for an entire day.

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Advertiser: BBVA Colombia

Brand: Institutional

Chief Marketing Officer: Magda Galindo

Marketing Director: Cristal Idárraga / Jaime Espinosa

Graphic Designer: Jacobo Morales

Creative Agency

Creative Agency: DDB Colombia

Producer: Darío Lozano / Andrés Mejía

Chief Creative Officer: Leo Macías

UX Designer: Carlos Ballén

Art Directors: María Hernández / Miguel Van Bommel

Copywriters: Natalia Prias / Laura Garrido

Account Team: Manuel Leal / Tatiana Castellanos

Web Design: Juan Pablo Ángel

VP Digital: Joanna Safi

Social Media: Verónica López

Planners: Jorge Becerra / Diana Henao

CEO: Borja de la Plaza

Digital Agency

Developers: Julián Valencia / Sebastián Parra

Production Company

Production Company: Akira

Director: Juan Camilo Pinilla

Post Production / VFX

Motion Designer: Johan Coy