Chile is mysterious, Chile is distant. These are both a pro and a con. It is also beautiful and incredibly varied. As a country it intrigues.
Initially this branding project dealt solely with Chile’s exports and was to communicate the wonders it produced across its lands and by its people. The mandate was broadened to tourism and immigration based on the solution. Trying to encapsulate a country’s history, people and geography is not easy. Stereotypes need to be avoided.
With one line, “Chile…All Ways Surprising”, summarized a robust and detailed strategy that reflected the wonders of the country. The tagline, logo and communications strategy was envied by other government departments so that All Ways Surprising’s play-on-words became a ubiquitous identifier of all things Chile. And we like that it was featured in The Smithsonian.