ABINVEB

Barranquilla’s Carnival is one of Colombia’s most beloved celebrations. Because of COVID-19, the UNESCO ‘Masterpiece of Intangible Cultural Heritage’ would not take place for the first time in living memory. Together with longtime sponsor, Cerveza Águila, we stepped in to continue the tradition. We organised a virtual parade inside a video game—complete with a live commentary.

Tech approach: Taking advantage of American Truck Simulator’s customisations options, we painstakingly recreated the streets of Barranquilla and worked with chariot designer Hernando Arteta to craft an entire float. Gamers from around the world helped to literally drive the initiative and spread the celebration to other countries.