Conviction 2023
International Convention
Role:
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Concept / Ideation
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Associate Creative Director
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Art Director
Client:
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Grupo Mariposa:
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CBC
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Beliv
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Bia
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Apex
Partners & Collaborators:
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Sietemedia
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TKL
Conviction is the name of Grupo Mariposa's International convention for the leaders of the 4 business units: apex (transformation and value creation business unit), cbc (manufacturing, sales and distribution unit, partners with Pepsico and ABI), beliv (beverage portfolio and innovation, partners with Magnus Media, a latin singer Marc Anthony company) and bia (food portfolio divided in 3 categories: snacks, culinary and coffee, in coffee we are the second largest coffee company in LATAM).
Grupo Mariposa is LATAM’s fastest growing food and beverage company and second player in the coffee industry.
The Group is a multinational food and beverage corporation founded in Guatemala in 1885 with operations in 14+ countries and 15,000+ employees with the largest beverage portfolio in the region and strategic partners such as PepsiCo and AB InBev.
In the past decade, The Group have had an international expansion that led it to restructure into the four business units: apex, cvc, beliv and bia.
Overview
Conviction is an event designed to unleash the human potential of all the leaders of the BUs, to catalyze a positive impact in the world and create massive value.
The event was attended by 800 participants from over 18 countries, representing the group's four business units. This geographical and business diversity added significant value to the gathering, enriching interactions and knowledge exchange among the attendees.
For this event, multifunctional spaces were designed with the aim of creating environments that allowed for a variety of uses and dynamics, tailored to the different needs and requirements of each business unit. The main focus was to ensure that all participants had the opportunity to interact, learn, and collaborate effectively.
Unleash an infinite mindset
Conviction 2023
The primary challenge of the project was to design a versatile space that met the unique needs of each business unit while maintaining a cohesive and harmonious overall environment.
Each unit required dedicated areas for showcasing its products and information, ensuring clarity and accessibility for visitors. At the same time, these spaces needed to retain a sense of individuality without feeling disconnected from the larger concept.
The Challenge
Our approach focused on striking a balance between independence and integration—creating distinct yet complementary areas that seamlessly blend into a unified experience.
Through thoughtful spatial planning, strategic design elements, and a cohesive visual identity, we ensured that each business unit had its own presence while contributing to a dynamic and engaging overall setting.
The event space was divided into three main sections.
The first was a foyer that included a registration area, various kiosks, a pop-up store and photo opportunities.
The Foyer
This space not only served as a welcome and organizational point but was also designed to foster an atmosphere of camaraderie and informal meeting among attendees, creating a conducive environment for interaction and relationship building.
The second section, an exhibition hall, was set up to showcase products and relevant company information, as well as facilitate networking activities, allowing participants to connect and share valuable experiences and information.
Exhibition Hall
This area featured a variety of interactive experiences, including food and drink bars, tasting areas, and exhibition corners. Each business unit had its own dedicated space to showcase their respective innovations and updates.
Finally, a plenary hall, was designated for conferences, presentations, and performances, offering a formal environment for idea presentation and debate.
This area showcased a 40-meter-long curved LED screen, enhanced with ambient lighting and special effects, spacial audio and personalized translation headphones for participants to accommodate the talks of world class speakers such as Simon Sink, Eugenio Derbez, Lionel Scaloni between many others.
Plenary
The stage was crowned with the impressive O2 Dragon Technology by Ledpulse. This cutting-edge feature included a fully three-dimensional modular screen powered by independent LEDs, allowing for the creation of stunning holographic effects.
The advanced technology provided a dynamic and immersive visual experience, captivating the audience with its vibrant colors and lifelike projections.
This innovative setup not only enhanced the overall ambiance of the event but also showcased the latest advancements in LED and holographic display technology.
The main stage
A giant curved LED screen, accompanied by the Dragon O 3D Screen Module.
The central theme of the event was built around a compelling narrative designed to foster synergy—not only among the members of each business unit but also between the units themselves. The goal was to inspire collaboration, collective growth, and a shared sense of purpose.
The Concept
"Unleash an infinite mindset" was conceived as a powerful and motivational concept, symbolized by the idea of a chain reaction—where a single particle has the potential to spark an infinite explosion of energy and movement. This metaphor served as an invitation for every attendee to become that catalyst—an agent of change capable of generating momentum, inspiring others, and setting off a continuous cycle of innovation and transformation.
Through this dynamic framework, the event encouraged participants to embrace their individual impact while contributing to a larger, interconnected force driving progress and evolution.