This is one of those ideas that managed to get on the air, boost the brand and achieve leadership in several markets in the region, thanks to the determination and guts of one person: Enrique Boccaletti, who as head of SmithKline Beecham at the time, took the risk and detonated with his approval the launch of a successful campaign, both for its contribution to the brand itself, as well as for its consequences in sales. The Sal Andrews Case, in fact, has been discussed at Incae for many years by Dr. Carlos Guillermo Sequeira’s chair, given the successful results.
With all the creative development in our charge, and the production by MIA Films, “this 45-second film we count as one of the jewels of our history. To all who made it possible: thank you from the bottom of our hearts. Tribu is today a reality product of the sum of will, devotion, work and talent of many people that are kept in our memories as pillars of a dream come true.