Netflix wanted to launch season 3 of Narcos in Colombia, this new season is located in Cali. The network wanted to launch it with a fun, relatable piece that didn't involve drugs in its language which is a sensitive matter in the country.
Our solution was to highlight what characterizes the city of Cali, music and dancing with the most popular rhythm: salsa choke.
People in Colombia get's paid every fifteen days, it is called quincena. Luckily the launch was on quincena day and we wanted to make people feel "narco rich" on payment day.