Formula 1 has returned to Madrid, and the Atlassian Williams F1 Team has chosen Callao City Lights to bring the excitement of the Spanish Grand Prix to thousands of fans. To mark the first edition of the race at the Madrid circuit, the British team has developed, in collaboration with Alfred and You, a 360° campaign combining a major activation in Plaza del Callao, live broadcasts and advertising on the outdoor screens of Cines Callao, and a full programme of experiences inside the building, which is celebrating its centenary this year.

For seven days, Madrid’s iconic square and the Cines Callao building were transformed into the hub of the Atlassian Williams F1 Team universe. The opening ceremony, attended by the Mayor of Madrid, José Luis Martínez-Almeida, featured Carlos Sainz, ambassador for the Madrid circuit and driver for the team, who unveiled a full-scale prototype of the FW48 single-seater in the heart of the square in front of thousands of spectators. Over the following days, the event was also attended by James Vowles, the team principal, and Luke Browning, reserve driver for the Atlassian Williams F1 Team, who interacted with the team’s fans at separate events in the square, answering their questions and signing autographs.

As part of the campaign, the outdoor screens at Callao City Lights broadcast live highlights of the action in the square and also displayed advertising for the Atlassian Williams F1 Team throughout the week, transforming the area into a huge urban showcase and enhancing the experience for the thousands of pedestrians who pass through Callao every day.

An immersive experience

The event also took place in Screen 1 at Cines Callao, where Formula 1 fans were able to test their driving skills on MadRing circuit simulators, take part in interactive games and prediction quizzes, and buy all sorts of merchandise.

In addition, the terrace at Cines Callao hosted an exhibition featuring some of the Atlassian Williams F1 Team’s most iconic trophies and the helmets of Carlos Sainz, Marc Gené and Pastor Maldonado. Guests were able to enjoy catering on the spot, as well as stunning views of Plaza del Callao, Gran Vía and the iconic Schweppes neon sign. This venue also served as the setting for the well-attended press conference given by Carlos Sainz.

With this initiative, Callao City Lights has once again established itself as one of Madrid’s leading venues for major brand activations, combining DOOH advertising and experiential elements in a single location to maximise impact and engagement with the public.