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World Culture Festival
Project type
Multimedia Campaign
Agency
Reingold, Inc.
Role
Art Director
Problem
The Art of Living Foundation was bringing the World Culture Festival — featuring 17,000+ performers from 100+ countries, with world leaders and dignitaries in attendance — to North America for the first time in its history. Success meant attracting the widest possible audience across the D.C. metro area for a high-profile, first-time event.
Approach
Reingold created a colorful, modern brand identity for the World Culture Festival and carried it across every touchpoint — digital display and video ads, social advertising, and traditional and digital out-of-home placements. Ads were built around specific audience interests (music, dance, food, yoga, meditation) and targeted using geofencing layered with audience attributes across the D.C. region. Out-of-home placements extended into high-traffic locations — metro stations, Nationals Park, Reagan National and Dulles airports, and neighborhoods like Gallery Place, Navy Yard, and the Wharf — bridging the online and offline experience to build excitement ahead of the event.
Result
The out-of-home campaign delivered over 2.5 million impressions across the D.C. metro area. Nearly 1 million people attended the 2023 World Culture Festival, far surpassing original attendance goals.
