24-Hour Chain Pays Local Merchants to Advertise Overnight on Their Security Gates

Win-win for rival shops

Delis, grocery stores, liquor marts and bakeries in Bogota, Colombia—most which close at 8 p.m.—agreed to advertise for one of their competitors, Carulla, by turning their late-night security shutters into billboards for the 24-hour supermarket chain.

The campaign from Ogilvy paid local merchants to post messages on their metal gates, including "The butcher is asleep. The one at Carulla on 85th is awake" and "In here we have everything but if you need it now, go to the Carulla on 63rd."

It reminds me a bit of that DHL stunt (which DHL insisted it didn't approve or condone) that showed competitors of the delivery service carrying large packages touting DHL. Points to Carulla for devising a nonprank concept that delivered for all concerned, with participating stores providing a little extra convenience to customers.

Credits below.


Client: Carulla

Agency: Ogilvy & Mather Colombia

Chief Creative Officer: Jhon Raúl Forero

Executive Creative Directors: Juan Pablo Álvarez, Mauricio Guerrero

Creative Directors: Julio César Herazo, Amples Regiani

Copywritters: Julio César Herazo, José Cárdenas, Jorge Villareal

Art Directors: Amples Regiani, Gabriel Escobar, Mauricio Reinoso

Graphic Designer: Maria Fernanda Ancines

Production Company: Direktor Films

Director: Felipe Suarez

Producer: Lali Giraldo

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