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McCann Worldgroup: Chevrolet explores new roads in Colombia with the help of McCann and Discovery
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Earlier this month, FINDING THE NEW ROADS OF COLOMBIA premiered on Discovery across Latin America. Born out of an idea that emerged two years ago from the Commonwealth//McCann Colombia team for Chevrolet, the short documentary takes us through the region of Caquetá: one of the most unexplored areas of Colombia due to its legacy of violence, despite being one of the country’s most beautiful, biodiverse regions.
Chevy tells the story of Caquetá through a new lens, showcasing the region’s natural wonder and beauty through biodiverse, expansive landscapes as well as the culture of the country, with the help of local allies, who in addition to sharing their stories, were the guides to an area known as "the gateway to the Amazon." The documentary, created in collaboration with Commonwealth//McCann Colombia and Discovery, aims explore “new roads” to Caquetá, reactivating the region’s beauty and allure after decades dominated by violence. “El Caquetá is a wild land, but at the same time full of wealth. Beyond the paradise that we found, we were able to discover the hearts of those who, despite their past, today bet on a present full of hope, " highlights María Alejandra Cardona, journalist and host of the documentary.
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