In the 1960s, the Colombian Coffee Federation partnered with Bill Bernbach’s trailblazing DDB agency (the “Mad Men” of their time) gave birth to “Juan Valdez” and his faithful mule, “Conchita”, now known globally as the Juan Valdez coffee brand. What began as a daring branding experiment became a cultural phenomenon, redefining Colombia’s image and building a billion-dollar global legacy and winning the Advertising Hall of Fame recognition.