The Mexican Government’s Secretariat of Agriculture, Livestock, Rural Development, Fisheries and Food (SAGARPA) was looking to promote Mexican Beef in the Asian market at the prestigious food trade show, Foodex.

We researched and brainstormed ways to bring this event to life, and successfully designed and developed an interactive booth that allows participants to learn about Mexico’s products with an interactive, physical experience adapted to the cultural nuances of Seoul, South Korea.

Instead of going the traditional brochure route to deliver the information, we designed and built a booth where attendees could dance to the official, upbeat song of Mexican Beef as well as interact with their mascot on a dance pad. Users had to simultaneously step on the right arrow to help our character  save the day.

The experience was a tremendous success in bringing awareness and increased traffic to the booth.