Lost Roads
Award: Wood Pencil
Wood Pencil / Experiential / Responsible Activations / 2022
In Colombia, a territory the size of Portugal belonged to the guerrillas. For almost 60 years people couldn't visit the area for fear of being kidnapped, and Colombians are still afraid to go there, despite a reconciliation six years ago. Chevrolet wanted to show that its SUVs can handle any terrain – even those filled with dirt roads and bombed-out bridges. To do so, the brand enlisted former guerillas turned tour guides, a filmmaker and a war reporter to document these undiscovered destinations in a film that was shown on Discovery Channel.
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