When a brand as globally recognized as Ford, with a perception within Colombia as “North American” and distant within the culture, we had to find a way to generate a real closeness with its people. That is how we found within the songbooks of one of the most important artists in the history of Vallenato, a musical genre native to the country that Unesco declares as inangible cultural heritage in need of urgent safeguarding, a song that he had dedicated to our brand but never saw the light, to give life to it through one of the most important current artists in Colombia, which ended up being a great snowball of results, 1 latin grammy winner and most importantly, we brought the brand closer to the people, to their culture in a real way.