Interamerican Development Bank
Brand Activation 

Barranquilla, Colombia, was chosen as the host city for the International Development Bank (IDB) Assembly in 2020, recognized for its innovation and its rise as South America’s Creative and Cultural Capital. This dynamic city, known for its rich traditions and progressive vision, provided the perfect setting for a brand activation strategy that would immerse IDB employees in the essence of Colombia.

Our goal was to design an unforgettable brand activation experience that would inspire IDB employees in Washington to visit Colombia and embrace its vibrant energy with their families. Through carefully curated set design, we orchestrated a week-long celebration that blended cultural authenticity with immersive storytelling. This activation brought Barranquilla’s identity to life, featuring interactive installations, live music, and artistic showcases that embodied the city’s rhythm and creativity.

By integrating elements of Barranquilla’s renowned Carnaval, the sounds of cumbia and vallenato, and the colors of its artistic heritage, we crafted an experience that left a lasting impression. Every aspect of this brand activation was designed to forge an emotional connection with attendees, encouraging them to explore Colombia’s culture beyond the event. This initiative not only strengthened Barranquilla’s global reputation as a hub of innovation and creativity but also demonstrated the power of experiential marketing in engaging international audiences. Through this successful brand activation, we inspired curiosity, excitement, and a deeper appreciation for Colombia’s cultural richness.