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Colombia and Netflix: Macondo comes to life in the country of beauty
The magic of One Hundred Years of Solitude transcended the screen, and together with Netflix, Colombia revealed its essence to the world: a country of beauty, magical realism, and culture that inspires admiration and pride in every corner of the globe.
With the global launch of the series One Hundred Years of Solitude, Colombia and Netflix sealed a historic alliance that turned a cultural milestone into an opportunity for the country. Beyond fiction, this collaboration showed the world that Macondo is Colombia: a land of magical realism, diversity, and Colombian talent, establishing itself as a tourist destination, audiovisual hub, and investment hotspot.
The campaign “Macondo, inspired by the Country of Beauty” intertwined the work of Gabriel García Márquez with our Colombian culture: landscapes, music, fashion, Colombian gastronomy, and creativity. Under the Colombian narrative of Marca País, the entire campaign became a cohesive story that connected millions of viewers with the essence of Colombia and positioned the country as a global benchmark of culture and beauty. The heart of the strategy was an original three-episode docuseries on music, culture, and destinations, revealing how Macondo in One Hundred Years of Solitude on Netflix drew from Colombian essence, bringing our identity to millions of viewers.
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The magic of Macondo traveled the world
The international rollout included disruptive and memorable actions. From a commercial within the Netflix platform that reached 20.3 million views, 12.3 million full plays, and a 96% VTR, to urban interventions in Madrid, Paris, Buenos Aires, and New York, where golden fish, subway stations, and billboards evoked magical realism in public spaces. These Out-of-Home activations generated over 9.3 million impressions, bringing the magic of Macondo to urban environments in a disruptive and memorable way. Additionally, the Secret Macondo strategy, featuring editorial partnerships and global influencers, sparked worldwide interest and generated over 6 million impressions by connecting the show’s settings with Colombia’s tourist destinations.
The campaign also created economic opportunities for Colombian talent through the Macondo Marketplace, a digital showcase that offered the world authentic Colombian products inspired by the series — fashion, handicrafts, tableware, and more — opening new doors for entrepreneurs, designers, and artisans. At the same time, more than 130 pieces of owned and paid content were developed, keeping the conversation alive and reaching 185 million impressions, 11.4 million interactions, and over 4% organic engagement.
With this alliance, we demonstrated that when Colombia tells its stories with beauty and purpose, it moves the world. One Hundred Years of Solitude is only the beginning: under the Colombian narrative of “Colombia, the Country of Beauty,” we project the nation as a cultural, tourism, and investment benchmark that transcends borders and leaves a mark on global memory.
