In the Colombian capital Bogotá, most stores close at 8pm. But many Carulla supermarkets are open all night. To tell people about Carulla's 24-hour service, Ogilvy & Mather Colombia turned the shutters of Carulla's competitors, small fast food outlets, liquor stores, delis, mini-marts and more, into billboards. In exchange for monthly payments, small-store owners gave up their shutters to Carulla's wry messages, which broadcasted that although these stores were closed, people could get everything they needed at Carulla. 'If the smell of bread woke you up, it must be from the Carulla on 85th,' reads the message on a local bakery. Ogilvy used closed doors to show that Carulla's are always open, delivering their message at the perfect time.
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