Love letters that inspired us to tell more stories
For 150 years, Bancolombia has been there for Colombians as they build their lives.
As the bank celebrated its 150th anniversary, its 2025 institutional campaign needed to express how every individual story contributes to something much bigger: the collective story of a country.
Fortunately, reality often proves to be more extraordinary than fiction.
Priceless treasures
During a meeting, we were told that, during a branch relocation, a collection of love letters had been discovered, stored for more than 60 years inside a Bancolombia safe deposit box.
A true story that perfectly captured what Bancolombia represents in the lives of Colombians.
To tell it, we created a film in which actor Rafael Novoa reads one of the letters as if he were rehearsing the script for his next role. The audience then discovers that it is not fiction, but the real story of two lovers and their most precious treasure, safely preserved in the very safe deposit box where the film reaches its conclusion.
Past, present, and future
The film combines different cinematic and photographic styles, recreating scenes from the couple's life in the 1960s alongside present-day settings in the theater and the safe deposit box.
These different worlds and characters became the foundation for every communication asset across the campaign.
Built around the idea "your story writes ours," the campaign invited all Colombians to see themselves reflected in the narrative. Through Rafael, the couple, and the letters, we celebrated the importance of every Colombian's story in shaping Bancolombia's own history, while setting the stage for what would come next.
Now it's your turn
In the second phase of the campaign, we invited Colombians to continue sharing their stories in order to build them together with Bancolombia.
The call for participation was launched through outdoor advertising and social media pieces featuring large blank spaces—spaces intentionally left empty to become the canvas for these new stories.
Once the participants and projects were selected, the third phase brought those stories to life. We surprised them with meaningful support to help make their dreams a reality. The emotional moments were documented, and the blank spaces were finally filled with new, real stories of perseverance, resilience, and determination.
A story made of stories
A strategy that connects the past with the future, placing people and their stories at the heart of everything.
A campaign that uses individual stories to embody and define Bancolombia's 150-year journey as a trusted companion in the lives of Colombians.
One story told through millions of stories—and one that will continue to be written for at least another 150 years.