Bridges of Union: Ogilvy Social.Lab Celebrates EU-Latin America Partnership through Spectacular Light Shows

In celebration of Europe Day and to highlight the robust partnership between Latin America and the European Union, Ogilvy Social.Lab Brussels, in collaboration with Ogilvy Brazil and Ogilvy Argentina, orchestrated a stunning light and projection show. This event illuminated two iconic bridges: the Estaiada Bridge in São Paulo, Brazil, and the Women's Bridge in Buenos Aires, Argentina. The display underscored the EU Global Gateway strategy's commitment to fostering smart, sustainable, and inclusive growth on both continents.

 

"The Power of &"
The light and projection show was an activation of "The Power of &" campaign, a key part of the European Union's Global Gateway initiative. This campaign showcases the strong ties and cooperation between Latin America and the EU.

Bridges, symbolizing connectivity, were transformed into dynamic artworks, representing the tangible benefits of this partnership in sustainability, technological advancement, and economic growth.

To promote this activation, EU Ambassadors in Argentina and Brazil held special receptions with press and influencers. In Brazil, the projection was launched alongside the Mayor of São Paulo. The event attracted significant interest and generated extensive media coverage, showcasing the impactful celebration of the EU-Latin America partnership.

This initiative, steered by Ogilvy Social.Lab Brussels and supported by Ogilvy Argentina and Ogilvy Brazil, embodied Ogilvy’s concept of 'borderless creativity’ bringing the collaborative spirit and creative excellence to serve this international partnership.

 


Quentin Glodé

Quentin Glodé

Head of Influence | PR & Communications Director, Ogilvy Social.Lab

 

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About Ogilvy | Social.Lab Belgium

About Ogilvy Social.Lab Belgium 

Ogilvy Social.Lab isn't your typical agency. We're built for the social age, understanding that social isn’t just another channel; it’s where brands connect with their audience, engage, and thrive. This reality demands a social-first approach to brand building—one where creativity, community, culture, and creators intersect to drive impact.

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