• My basket
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

Influencers' Friends

Award: Graphite Pencil

Graphite Pencil / Digital / Use of Talent & Influencers / 2023

Award: Graphite Pencil

Graphite Pencil / Media / Social

Award: Wood Pencil

Wood Pencil / Digital / Social

Award: Wood Pencil

Wood Pencil / Media / Use of Talent & Influencers

The world’s most coveted influencers are reserved for global brands with huge budgets. For a local beer brand like Poker, working with them is essentially impossible. Without a big media budget to gain reach in the traditional way, DDB Columbia enlisted the friends of the country’s most famous celebrities – people who aren’t famous themselves, but who are always with their famous friends. The campaign included Andrés Lopez, J Balvin’s best friend; Daiky Gamboa, Karol G’s best friend; Ivan Ceballos, Juan Fernando Quintero’s best friend, and many more. By creating content with their famous friends, the campaign managed to achieve huge reach.

Sorry, this entry appears to have no assets.

What did the judges have to say?

A great idea for small locals who can't afford big influencers.

Niat Asfaw, General Manager, Serviceplan Bubble

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.