The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 15th Annual Shorty Awards

UpNext: Creative Industries (Latin America and the Caribbean)

Entered in Multi-Platform Partnership


The UpNext series positioned IFC as key player in the fast-growing global creative economy. Using its convening power, IFC brought global talents in arts, entertainment, music, movies, fashion together to lead discussions about the role of creative industries in global development and identify business development opportunities in these emerging industries.

The series also sought to showcase IFC’s innovative and inclusive approach to solving the pressing development challenges facing countries in emerging markets.

Strategy and Execution

The goal of the series was to generate awareness about IFC and its mission among new audiences leveraging the soft power of influencers, artists, and representatives of the creative industries. Through UpNext, IFC was able to develop relationships with Latin America and the Caribbean creative industry influencers who support and promote sustainable development. IFC also used the event to underscore the intersectionality between creative industries and development.

This edition of UpNext focused on the creative industry in Latin America and the Caribbean featured celebrities and influencers like Carlos Vives (Soundtrack for Oscar-winning movie Encanto); the World’s Best Chef of 2021 Pía León; Kevin Lyttle (number 1 dancehall chorus of the 21st century), Andréa Lofgren, Daniel Krauze, BélO, Johana Bahamón, Patricia Govea, German Heller, Camille Selvon, Andrés Vargas, Gessica Généus, Daniel Monroy, Chef Marsia Taha, Marc Alain Boucicault, Meiling, Miguel Rivera, Renata Rodrigues, Duda Magalhães, Amalia Viviana Basanta Hernández, Ana Hernandez, Azultrabuco, Ricardo Chantilly, Simon Wilches, Daniel Murta, Jesse Royal, Carmen Julia, and Luiz Niemeyer.

Collectively, these influencers have a cobined following of over 22 million across different social media channels. The event was streamed on Welcome Events, LinkedIn, Facebook, Twitter, and YouTube and viewed from 71 countries globally. A multilingual approach to the social media promotion involved posts and content in English, French, Spanish and Portuguese, ensuring maximum reach to target audiences.


The event currently has a total of 815.5K video views across platforms. 16.8K attendees joined live and 201K viewed the full replay. 35 featured guests with a combined following of over 22 million.


Video for UpNext: Creative Industries (Latin America and the Caribbean)

Entrant Company / Organization Name

International Finance Corporation (IFC)


Entry Credits