I see Colombia everywhere campaign

"I see Colombia everywhere": Félix launches a massive U.S. campaign with Olympic legend Caterine Ibargüen

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Félix, the fintech specializing in remittances via WhatsApp, has launched a powerful positioning campaign in the United States titled "I see Colombia everywhere." The initiative, which marks the debut of Félix's money transfer service in Colombia, stars triple jump world champion and national legend Caterine Ibargüen.

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Caterine Ibargüen: An icon of inspiration and connection

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The choice of Caterine Ibargüen as the face of the campaign reflects her deep roots in the hearts of Colombians, both at home and abroad. Ibargüen is one of the most respected sports figures in Colombian history, being one of only three women to win an Olympic gold medal for the nation.

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Her career has made her a role model who empowers women and a familiar face for global brands like Nike, Mattel, and L’Oréal. Furthermore, her current role as a sports presenter on Colombian television keeps her actively present in the daily lives of families.

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The campaign capitalizes on this emotional connection. The ability to send money home with Félix is not just a financial transaction, but a moment of deep family connection. The central concept explores the question: What if, suddenly, a Colombian icon like Caterine Ibargüen started appearing in ordinary situations in the U.S.?

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The campaign's video spot encapsulates this sentiment:

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"The commercial connects directly with the nostalgia and pride of Colombians living far away. Seeing such a beloved figure as Caterine on billboards and television in the United States, the community feels an immediate closeness to home, reinforcing the idea that Félix is the bridge that keeps that connection alive," stated the Félix content team.

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