Every year Cali celebrates The Festival Petronio Alvarez”. In 2016 the twentieth anniversary was celebrated and for that, the Communications Department of the Ministry of Culture of Colombia, in its task to promote the creation of communicative and cultural content they invited university students to the Laboratory for the creation and circulation of communication contents, called: Petronio en Clave Digital (MINCULTURA, 2016). For the development of this activity, a group of creators was formed by young people and teachers from different universities and foundations, who participated in training and production activities to build pieces in different formats during the festival. This is how the publicity group participates for the first time in this valuable cultural experience, achieving the first place in this contest, with the collective work called Mirada hacia el Pazcifico Petronio. The process consisted in carrying out fieldwork in the place of the event (Coliseo del Pueblo, Cali) and from that same place, photographic, sound and audiovisual material was collected, through observation, interviews, and life stories; then proceed to make the different formats of content and thus be promoted in platform and social networks, reporting daily to both the region and the country and the international audience with English and Portuguese translation. Present this investigative exercise, evidence how advertising can contribute, in this case for the promotion and preservation of Afro-Colombian culture. Petronio en clave digital is a story of teamwork, creative expression, and the best example of commitment to the search to do proactive, innovative and integrating research.