Campaign details

Brand: The Colombian Ministry of Technology & Communication
Brand owner: The Colombian Ministry of Technology & Communication
Lead agency: MullenLowe SSP3
Country: Colombia
Industries: Government, social policy
Media channels: Direct marketing, Mobile & apps, Outdoor, out-of-home, Radio & audio, Television, Voice, chatbots
Budget: Up to 500k

Executive summary

This is a very different innovation story.

In a world obsessed with moving forward and embracing the latest technology, we looked back.

For the first time ever, we harnessed the power of ‘old technology’ to open access to ‘new technology’ for people living in Colombia’s remotest and poorest areas.

This is the story of how we developed ‘My Line’ for Colombia’s Ministry of Information and Communications Technology, which went on to win the Grand Prix for Innovation at the 2018 Cannes Lions Festival.