The Book That Changed A Country
Leo Burnett Bogota's recent integrated campaign for the tourism board and Club Colombia (one of Colombia's most iconic beer brands) took "Mean Tweets" to a whole new level.
The agency created a beautifully designed book using real (and really negative) tweets about Colombia that had been penned by their own citizens. The book, entitled "Colombia Is What You Say It Is," was distributed to influential cultural figures across the nation. Its message resonated instantly, striking a chord with patriots both new and old.
The provocative content was seen and heard through social media, traditional media and beyond, igniting those passionate about changing the conversation to participate in the second wave of the campaign: creating another crowd-sourced book called "The Best of Colombia."
Watch above to get a full look at this inspiring campaign.