Digital Campaign    |    Telemundo / NBCUniversal    |    Feb 2022
Where There's Smoke

After nearly twenty years, the Colombian telenovela that was a global hit returns to Telemundo with its original cast, and we had the honor of being part of the pre-premiere promotion. The campaign was a great opportunity to connect with long-time fans and also introduce new audiences to the contemporary version of this iconic story of love, betrayal, and intrigue.

NBC Universal / Telemundo / Pasión de Gavilanes 2 / Digital trailer

Back in the game together

The hype for this comeback was huge, especially around how the main characters would reconnect and how their stories would evolve in the sequel. In the first part of the campaign, we teased this excitement, slowly showing what it was like for them to be back together on set after the first season had kicked off their careers.

NBC Universal / Telemundo / Pasión de Gavilanes 2 / Table read

The Family Tree of Passion

The story of the Reyes and the Elizondo families has already become a classic that transcends eras and borders. Even if you haven't seen the 2003 telenovela, its name resonates in the popular culture of all Latin America.

To introduce this second season, we developed pieces with various tones, focusing both on the past relationships and events, as well as the new elements brought in by the new family members.

NBC Universal / Telemundo / Pasión de Gavilanes 2 / Family tree

NBC Universal / Telemundo / Pasión de Gavilanes 2 / Pasión IQ Test

Modern cowboy

History of passion

Parents introducing children

A Campaign That Won Hearts

The Instagram account @pasiondegavilanes blew up, adding over seven hundred thousand followers in the weeks before the launch. The hashtag #pasiondegavilanes2 was trending all over Twitter in Latin America and Spain.

The hype kept building, and fans went wild with each new teaser, leading to over a million viewers on premiere day. It was an honor to be part of this ride and work with the Telemundo team to promote one of the most iconic telenovelas in Latin TV history.