In Colombia, one in four bottles of alcohol is adulterated. A huge health problem.
For decades there have been multiple unsuccessful campaigns warning people about this problem.
Well, this time we tried the opposite. First, we created a real illegal alcohol company.
Then, we released a campaign inviting people to buy illicit liquor
to support these thriving entrepreneurs.
Less than a month after the launch on December 24, 2011, this campaign became one
of the most talked in the country.