Asocolflores

Asocolflores, the association representing Colombian flower growers, sought to position Colombia as a global leader in flower production and export, a sector that contributes to the country’s development, employment, and sustainability. However, the international stigma surrounding violence and conflict outweighed the positive image of floriculture. The challenge was to transform this global narrative, using communication and creativity to ensure that Colombia was recognized for its flowers, not for its war-torn past.

We developed an advertising campaign with a powerful visual metaphor: replacing weapons with flowers. The central concept—More Flowers, Fewer Weapons—invited people to rethink Colombia’s role in the world and associate the country with messages of reconciliation, life, and hope. All audiovisual and photographic pieces were produced in-house, with a strategy focused on generating high media impact. The campaign sought to inspire international media and audiences to see Colombia as a country of unity and beauty, using the flower as a symbol of transformation and peace. The campaign achieved global awareness, bringing the message of Colombia as a country of flowers and hope to millions of people.