Camila Cabra
Art Director at Sancho BBDO
Bogotá, Colombia
TitleThe Most Wanted Portrait
Agency
Campaign The Most Wanted Portrait
Advertiser Alcaldía de Soacha
Brand Alcaldía de Soacha
Date of First Broadcast/Publication
Business Sector Government & Other Authorities
Tagline Justice is not a game. But games will help us bring justice
Story Soacha is one of the largest municipalities in Colombia. But it is also one of the places with the most cases of informal crimes (164 robberies a day, 133 criminal gangs. And 110 homicides in 2020). The problem is that although the Police do their best, creating a handmade spoken portrait takes too long and justice is often not achieved.

However, there is a technology with very high levels of customization, which allows you to create almost real characters in less time: video games.

Seeking to improve the security indexes in the city, the Mayor Office of Soacha trained a portraitist expert in morphology, to use video games as a working tool in order to create faster and more real spoken portraits.

After the training, the Cundinamarca Police provided the resources to create more than 100 spoken portraits in the first 20 days. The portraits were made public through a poster that was circulated in the municipality, on social networks and reached national media. Also, there is even a reward of up to $1.500 USD for any information that helps to catch criminals.

The initiative was presented to the government to be replicated throughout the country and is already under study to be endorsed by the Sociedad Científica de Retratistas Colombianos.
Media Type Case Study
Length
Production
Chief Executive Officer (CEO)
Executive Creative Director
Executive Creative Director
Motion Graphics
Chief Creative Officer
Creative Director
Copywriter
Production
Chief Creative Officer
Executive Creative Director
Creative Director
Art Director
Copywriter
Art Director
Production
Executive Producer
DP
Audio Studio

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