Jorge Luis Borges, Philip Larkin and Henry Van Dyke, the Inspiration for Manantial's New Campaign

Jul. 29, 2022

With three emotional spots inspired by the poetry of authors such as Jorge Luis Borges, Philip Larkin, and Henry Van Dyke, Fantástica presents the second installment of the successful Detente campaign for Manantial. A commitment to simple and emotional creativity that touches people's hearts.

The advertising industry, today overloaded with data and unnecessary technology, has a break with the new Manantial campaign developed by Fantástica, an independent agency led by Daniel Bermúdez and Daniel Osorio.

The initiative evolves the "Detente" concept, with which Manantial has been working and pays tribute to pure creativity, that which tells stories that move the viewer, that few advertisers nowadays assume as their own responsibility.

These spots, directed by Alejandro Carreno and produced by Los Notarios, convert daily moments into masterful pieces that, with the help of poetry, remind people of the importance of enjoying every moment of life, of valuing those details that go unnoticed in the daily retina.

Alejandro Gomez, DGC of Fantastica emphasizes:

"The campaign is one of those few where advertising is beautiful and makes you want to see it, as Bayala says. It has messages that touch you and is filmed in a way that achieves the same. It is a giant bet for a client because nobody approves of something like this today. I feel that nowadays they are all six-second formats, films where the product is mentioned many times; this represents an attempt to give people content, to do something that attracts, not pushes."

 

The content is already visible on local TV.

It is important to remember that Manantial water is 100% natural and comes from the Andes Mountains at an altitude of over 3,000 meters. It is a product recognized by Colombians for its flavor and quality, and the Belgian Institute of Quality Selections, Monde Selection, ratified its excellence with the Gran Gold certificate.