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The Secret Touch Country

Ducales is a well-known biscuit brand that has become a traditional and popular product on Colombian tables.
To celebrate Colombian Independence Day, we organized a digital campaign targeting Colombians living abroad.

The campaign featured an online contest offering participants the chance to win Colombian snacks and iconic items. The brand's slogan, "Ducales, biscuits of the secret touch," resonates with the idea that Colombia holds a special allure for those living abroad. Our concept, "The Secret Touch Country," highlighted unique aspects of Colombia using iconic elements: the "Vueltiao" hat, the mochila (a handmade colorful bag), and the accordion.

MOODBOARD

Our goal was to capture an artisanal concept inspired by handcrafted Colombian products that highlight popular culture and history. We rolled up our sleeves and created paper replicas of these iconic handcrafted Colombian items.

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PROCESS

Over the course of almost three days, we meticulously crafted replicas and designed the background for the entire craft. Afterwards, we captured as many photos as possible for digital channels and print materials.

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LANDING
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Colombians all over the world actively participated in the contest, leading the client to increase the budget for more campaigns like this.
This project was fulfilling for me, and I enjoyed every stage.

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Designed and developed by Ana Rodriguez

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The Secret Touch Country

Ducales is a well-known Colombian crackers company in Colombia. This campaign was developed in 2018 to celebrate the Colombian independence day. The concept created was  “The Secret Touch Country", which allowed us to highlight the things that make Colombia an unique place by using iconic elements such as the hat “Vueltiao”, the mochila (a traditional bag made by indigenous peoples) and the accordion. The idea was engaging Colombians who lived abroad by creating an online contest where they could participate to win the most popular Colombian snacks and a those iconic elements mentioned before.

MOODBOARD

For the layout, I wanted to do something unique as concept and got inspiration from the handcrafted work many Colombians do every day, so I used paper-craft design to elevate the layout and concept.

PROCESS

A coworker and I spent almost three days making the whole craft design, and later on we took pictures in different perspectives and also to the different elements as we needed to have enough material for different screens.

LANDING

This campaign was a success. Participants were very engaged and eventually the customer decided to produce more campaign like this. In my perspective,  I loved making this project, it was very fun and I enjoyed every single stage.

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