El Dorado Festival 2022 Entry

The National Business Association of Colombia (ANDI) faced a major challenge: over 86% of young Colombians did not trust or feel connected to the private sector. To bridge this gap, we created Mercado Astral, a campaign that used the rising popularity of astrology on the internet as a cultural hook to reframe how youth perceive business.

The concept blended corporate reputation with the playful, viral language of horoscopes and zodiac signs—meeting young people where their conversations already were. By transforming complex issues of trust, representation, and future opportunities into a relatable format, the campaign sparked dialogue, encouraged participation, and helped position the private sector as more approachable, open, and attuned to youth culture.