“Tan Lejos, Tan Cerca” (So Far, So Close)
Rebtel wanted to celebrate the emotional connection between Cubans who have emigrated and those who remain on the island. With a distance of just 90 miles separating them from the U.S., the geographic proximity belies the complex emotional, political, and cultural divides. The goal was to craft a campaign that would resonate deeply—humanizing those connections and reinforcing Rebtel’s role in bridging this gap through its communication services.
We developed “Tan Lejos, Tan Cerca”, a series of short documentaries, to anchor the campaign in real-life emotion and storytelling:
Stories of Connection: Documented narratives of families and friends striving to stay close across distance and borders.
Cultural Authenticity: Shot on location in Havana, capturing the vibrancy, intimacy, and raw emotion of everyday life.
Emotional Framing: The title reflects the tension intrinsic to the Cuban-U.S. relationship—geographically close yet emotionally worlds apart.
We collaborated with emerging Cuban rappers El Individuo and J.D. Asere to create an original song and music video. This served as both anthem and narrative teaser, drawing audiences deeper into the campaign’s emotional core.
The film series and accompanying music video transformed the campaign into a powerful emotional narrative—one that people don’t just watch, but feel.
The initiative spotlighted the human connections Rebtel enables, reinforcing the brand’s emotional relevance in a hyper-personal category.
By combining documentary, music, and animation, the campaign struck a balance between authenticity, creative storytelling, and brand reinforcement.
Directed by: David Matthew Olson.
Producer: Beatriz Areilza.
Design, Editing, Selects and Animation: Poettier Vázquez & Yuri Cabrera
Producer: Beatriz Areilza.
Design, Editing, Selects and Animation: Poettier Vázquez & Yuri Cabrera