Project Scope

Develop an expanded digital guide featuring artisan stories, audio interviews, and more than 1,200 images documenting nearly 200 monumental alebrijes.
Integrate Bloomberg Connects branding and QR code access throughout the parade and exhibition.
Expand the campaign's reach through DOOH advertising, local media partnerships, influencer collaborations, and printed promotional materials.
Amplify awareness of Bloomberg Connects' growing Mexico City cultural partner network, expanding from 12 to more than 36 institutions and destinations.

Creative Challenge

Build on the success of the previous year's parade partnership to create a larger, more integrated citywide campaign that connected audiences with Mexican folk art while increasing awareness of Bloomberg Connects and its growing network of cultural partners.

Results

36 DOOH placements across billboards, bike stations, and digital totems along the Paseo de la Reforma corridor.
400+ QR code activations installed directly on individual alebrije display platforms.
36+ cultural partners featured through an expanded Mexico City network, tripling the previous year's participation.
Media coverage and advertorials in Chilango, Cultura Colectiva, artnet, and Time Out Mexico, including a full-page advertisement.
Creator partnerships with local illustrators and influencers to drive awareness, visitation, and guide engagement.
A custom-designed, 16-page printed Mexico City Connects map featuring the expanded cultural network.