Orange Region Creative Campaign



Renowned Mexican artists join campaign to transform Latin America and the Caribbean into a world-class creative hub

The IDB presents the Orange Region Campaign, which promotes the creation of a region-wide network of creative talents

22 February 2018 – Mexico City, Mexico and Washington, DC, USA – The Inter-American Development Bank (IDB) has announced that celebrated Mexican creatives and artists such as Alberto Ruy Sánchez, Aleks Syntek, Ana María Olabuenaga, Eugenia León, Guadalupe Pineda, Yvonne Domenge, María Barracuda, Mario Lavista, Sandra Pani, and Sara Galindo have joined the Orange Region, an endeavor led by the Inter-American Development Bank (IDB) to develop a network of talents capable of turning Latin America and the Caribbean into a global creativity hub.

The Orange Region creativity campaign was launched today at the Universidad Centro during the Demand Solutions event, where over two dozen innovators from Mexico and other nations from all over the world presented creative solutions to development challenges in Latin America and the Caribbean.

The launch event included a video with testimonies of emerging artists and celebrities who have joined the campaign, and the presentation of www.regionnaranja.org , a website where all those who are interested can sign up and express their support.

“I encourage the entire creative community to get to know the Orange Project, to think beyond our borders, and above all, to not miss this chance to make the talents’ network a reality,” Mexican author Alberto Ruy Sánchez , winner of the National Arts Prize 2017 said.

In a press conference, Tomás Bermúdez, IDB Representative in Mexico; Ernesto Miranda, Digital Agenda Director for the Mexican Secretariat of Culture; and Eric Descombes, President of FCB —the advertising agency that developed the campaign— presented the results of the February 21 Orange Meeting, where over 80 guests, including architects, singers, filmmakers, chefs, authors, software developers, and designers shared ideas on how to develop it in other countries in the region.

“The technological revolution is putting growing pressure on governments, companies, and institutions like the IDB to find new ways to offer solutions to improve the lives of our people, and to find partners to help achieve this goal,” Bermúdez said. “In the next decade, creativity will be one of the most coveted talents, and the only unlimited resource at our disposal.”

Sara Galindo, President of Mexicouture; filmmaker Norman Christianson and writer Alberto Ruy Sánchez, all underscored during the event the key role that the initiative can play to help transform Mexico into a creative power.

Orange Economy is a concept coined by the IDB to refer to goods and services that rely on creativity and intellectual capital as core components with a potential to create jobs, wealth, and well-being. It encompasses art and the performing arts, tourism and cultural heritage, new media, content software including video games, and traditional cultural industries, among others.

The creative and cultural industries accounted for 1.9 million jobs in the region in 2015, and produced revenue equivalent to 2.2 percent of the area’s GDP. The TV industry leads the pack, exporting shows all around the world. Filmmaking is a key sector in Argentina, Brazil, and Mexico, and the region produces over 400 movies a year.

Established in 1959, the Inter-American Development Bank (IDB) is a source of multilateral financing for sustainable economic, social and institutional development programs and projects throughout Latin America and the Caribbean.  More information about the IDB is at www.iadb.org.  For more about IDB projects, visit http://www.iadb.org/en/projects/projects,1229.html.

Source: Inter-American Development Bank