Carulla 24 horas: Shutter Billboards

In Bogota, most stores close at 8 p.m. But Carulla 24-hour supermarkets stay open and offer everything people need: a deli, prepared foods, meats, vegetables, beverages, and spirits. So, we turned the closed night-time gates of several businesses into our billboards. We used them to say that though those stores were already closed, people could find what they were looking for in a Carulla 24 Hours.We negotiated with small-store owners to let us paint our message on their gates in exchange for a monthly payment. In this way, we could deliver our message at the perfect time and place, while they profited during their nonworking hours. Ogilvy & Mather Colombia