Advertised brand: Corona paints.
Advert title(s): Corona thermal insulation paint.
Headline and copy text (in English): New CoolGuard. The paint that reduces the temperature by up to 4°C.
Advertising Agency: DDB Colombia. Bogotá.
Agency website: https://ddbcol.com.co/
CCO: André Pedroso
Creative Director: Jorge Valencia.
Art Director: Laura Fonseca / Juan Felipe Arango
Copywriter: Felipe Cendales / Eduardo Vargas.
Short rationale: Colombia is a tropical country, and most of its territory is below 1000 meters above sea level. Hence, temperatures in these locations exceed 30ºC throughout the entire year. In order to help with these high temperatures, Corona, one of the most beloved brands by Colombians, offers a thermal insulating paint capable of reducing temperature up to 4°C.
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