Colombia is unlikely to be a top winner at Cannes by country. Its total number of entries won’t be large enough. But DDB has a decent chance by agency network and DDB Colombia is contributing two campaigns, both for Poker, “the beer of friendship”.

The first is a campaign to help Poker’s big group of friends, shopkeepers, to build their business by transforming neighborhood stores into entertainment spaces. According to recent data, there are more than 500,000 neighborhood stores in Colombia. And when these stores create spaces for friends to gather, their sales can increase by up to 15%.

But there’s a problem: only 4% of shopkeepers have the necessary resources to buy furniture that allows the creation of entertainment spaces in their stores. However, most of them have Poker beer peatcos (crates), because they are essential for beer distribution in Colombia, since the primary consumption in Colombia is of returnable bottles. That’s how Imagine it with Petacos was born. The modular design system uses PETACOS to create functional furniture adaptable to any space.

Shopkeepers are able to obtain additional pieces to build tables, foosball tables, bars, chairs, pool tables, and much more through BEES, ABInBev’s digital B2B platform, where they accumulate points and redeem them for more furniture.

The campaign was co-created with agency, Buentipo Anchor.

DDB Colombia’s second campaign supports Poker’s pizzeria friends. Pizza is the official food of parties and gatherings with friends. However, 95% of pizzerias in Colombia close at 11 pm, just when the party is getting started. On the other hand, the revealing fact is that 70% of home delivery orders in the country are still made by phone. So the agency is bringing friends their favourite pizza with the campaign Pizza & Poker Call.

In an alliance with different pizzerias, DDB Colombia and Poker took over their phone lines after closing during the month of April. When people called their favourite pizzeria after 11pm, they were greeted with the response, “Don’t worry, we’ll transfer your calls to the Poker line, where we have your favorite pizza and we’ll deliver it with Poker.” The entire operation was carried out from a hidden kitchen, where pizzas from closed pizzerias were baked and sent to friends’ homes with cold Poker.