Coca-Cola and NatGeo teamed up with renowned Latin American
filmmakers to produce Viviendo
Positivamente (Living Positively), a series of four documentaries profiling
real-life heroes who have overcome challenges to make an impact on their
communities and the world at large.
premiered in September 2012 on NatGeo, airing in 19 countries across Latin
America. The stories delivered strong prime-time ratings and generated positive
reviews from critics and fans alike, attracting more viewers with each episode
and building a passionate community of followers on Facebook.
Each episode focuses on a different cause – from creating
employment and educational opportunities, to promoting a healthy, active lifestyle,
to recycling, to sustainable agriculture. The people and projects showcased in
the films are based in Argentina, Brazil, Colombia, Haiti, Mexico and Peru, and
all are supported by
In January 2012,
“The NatGeo team understood that we were not interested in
buying media or producing a commercial,” says Mariano Moro, senior integrated
marketing communications manager,
Coca-Cola presented NatGeo with 20 stories to review. The network hired an art director and sent production crews to scout shooting locations and interview subjects before narrowing down the list to eight.
“We found in each protagonist a powerful human and social value that deserved to be documented and shared,” says Fernando Semenzato, vice president of content, Fox International. “They were beautiful, humble people – from a lady in Argentina working to get water into schools, to a teen in Colombia who created a football league to keep young people away from crime, to a woman in Peru with high blood pressure and high cholesterol who started working out and is now running marathons at age 68.”
The collaborative project transcended the transactional nature of most brand/broadcaster partnerships. “Coke let us do what we needed to do and gave us the freedom to document these wonderful stories,” Semenzato adds. “They said, ‘You guys know television and we know brands.’ They let us be, and that’s why the project worked so well.”
Each episode was directed by a renowned Latin American filmmaker: Kátia Lund (City of God) from Brazil, Carlos Carrera (The Crime of Father Amaro) from Mexico, Natalia Smirnoff (Puzzle) from Argentina, and Ciro Guerra (The Wandering Shadows) from Colombia.
“We didn’t know what we were going to see when the cameras rolled,
but on that first day in Peru, we were amazed,” Semenzato adds. “I get to work
with famous actors, musicians and other celebrities in my job, but the first
time I’ve gotten chills was when I stood next to the young man from Colombia
who, together with
Season 2 will premiere this fall. While the first set of
films highlighted people who are helping others with the support of
Coca-Cola, the second season will invite viewers across Latin American to get
“We're saying, ‘now it’s your turn to do more than just watch,’” said Moro, calling the series the highlight of his career. “We hope to complete the circle inspired by what we started last season.”
Watch the four episodes here:
More on Journey
- Hope in Haiti: Why Job Creation and Economic Development Will Drive Nation’s Recovery
Coca-ColaOffers Consumers 'Reasons to Believe'
- Farming for the Future: Grower-Led Partnership Takes Progressive Steps to Preserve the Great Barrier Reef
- Why the Definition of Sustainability Must Change
- Evolution of EKOCENTER: 5 Learnings That Will Shape the Future of Coke's Social Enterprise Model