Thirteen years of commitment to the fight against breast cancer. Solán de Cabras and the Spanish Association Against Cancer are presenting a new edition of ‘Reflejo de un Compromiso’, an initiative that places emotional support for patients and their families at the heart of its message.

From 17 to 19 October, the screens at Callao City Lights will be transformed into a huge digital mural of flowers of solidarity, a collective work created by the artist Lulu Figueroa and digitally developed by No.mad. Each financial contribution will be represented by a new flower, causing this installation to grow – symbolising the power of small gestures and the importance of supporting those who need it most.

To take part, a donation point will be set up at Cines Callao from 15 to 19 October, where anyone can make direct donations to the Solán de Cabras project in partnership with the Spanish Association Against Cancer, with all proceeds going directly to the organisation.

The initiative, launched at Cines Callao alongside Amaia Salamanca, Kira Miró, Álex González, Maxi Iglesias and Cris Dyaz, will raise awareness of a cause that aims to raise funds for psychological support for patients and their families.

After more than 20 years, Revilla is returning to advertising with a campaign that draws on humour and those timeless things that hardly ever change, such as ‘the rebequilla’. Because, just like this traditional garment, Revilla chorizo retains its classic flavour.

The brand is thus updating its historic slogan, “A flavour that delights”, with a new twist: “Same flavour. What a delight”.

The campaign can now be seen on the 15 screens of the Circuito Gran Vía, bringing that timeless flavour to the heart of Madrid.

‘Hand in your current iPhone and pay in up to 16 instalments’. This is Movistar’s enticing offer to subscribers of the Movistar Swap service, allowing them to enjoy the new iPhone 18 Pro. The campaign is already on display in grand style on the screens at Callao City Lights.

Around 300 medical professionals from around the world gathered at the event organised by mesoestetic® in our cinemas to share knowledge, experience and a common vision of the present and future of aesthetic medicine.

It was an educational day featuring six presentations that addressed some of the sector’s key challenges and trends. The sessions took place in Theatre 1, which had been fully customised for the occasion, alongside several exhibition areas where attendees could discover the brand’s latest innovations.

The mesoestetic® experience also extended outdoors, with a spectacular brand display on the screens in Callao, and culminated on our terrace with a networking cocktail party accompanied by live jazz music, bringing a fitting conclusion to a day dedicated to science, innovation and networking amongst professionals.

A new campaign from a car manufacturer is now on our screens. Renault is kicking off the autumn with a campaign inviting people to test drive its revamped Clio Esprit Alpine at the brand’s network of dealerships. The advert features the new car, which can now be seen at Callao City Lights.

L’Oréal Paris transforms Callao into a huge urban catwalk with the live broadcast of Le Défilé
On 28 September, Plaza del Callao was transformed into a grand stage for fashion and beauty to mark L’Oréal Paris’s Le Défilé, the brand’s international fashion show held in the French capital as part of Paris Fashion Week. Under the slogan “You’re worth it”, the glamour of this major event and the brand’s commitment to diverse and inclusive beauty were brought to the heart of Madrid thanks to a 360° experience that included brand activations in the square, a live broadcast of the fashion show on Callao City Lights, and an exclusive event held inside Cines Callao, organised by L’Oréal Paris and ¡HOLA! magazine

At 9.00 pm, the Callao City Lights screen in Plaza del Callao broadcast the fashion show live from Paris, allowing the public gathered there to follow one of L’Oréal Paris’s major international events in real time. The broadcast drew a large crowd to the square and turned the giant digital screen into a direct window onto Paris Fashion Week.

The broadcast provided the grand finale to an afternoon of activities in the square, where L’Oréal Paris set up various areas inspired by the French capital to bring its world of beauty to the public. Among the activities on offer, attendees were able to enjoy a free professional make-up service, take part in a catwalk show open to the public and pose in front of a small replica of the Eiffel Tower, as well as stopping off at a Parisian-inspired bistro for a coffee or winning gifts when purchasing the brand’s products.

From the square to Cines Callao

The experience also extended inside the Cines Callao building, where ¡HOLA! magazine, in partnership with L’Oréal Paris, organised an exclusive event in Screen 1 to mark Le Défilé. The event brought together well-known women from the national scene for a gala dinner featuring a live musical performance by María Carmona and a live broadcast of the L’Oréal Paris fashion show, linking the event to what was happening simultaneously in Paris and in Plaza del Callao.

De esta forma, una misma acción conectó calle, gran formato digital, experiencias de marca y espacios interiores, creando diferentes puntos de contacto con el público en torno a un acontecimiento internacional. La iniciativa puso de manifiesto, además, la capacidad de Callao City Lights para integrar sus pantallas y espacios en acciones de gran dimensión, en las que el entorno de la plaza del Callao se convierte en un gran escenario para las marcas. Una nueva demostración de que la combinación de la ubicación, el gran formato DOOH y la posibilidad de conectar el exterior con los espacios interiores de Cines Callao permite ampliar una campaña más allá de la exposición publicitaria y construir experiencias capaces de atraer al público, generar contenido y multiplicar la notoriedad de una marca.

The Prime Offers Festival is back on our screens! Amazon has turned to Circuito Gran Vía to announce, with great fanfare, the new dates featuring exclusive offers for Prime members. On 6 and 7 October, Prime members in Spain will have access to hundreds of thousands of offers across all categories, as well as enjoying fast, free delivery. A multi-part campaign has been launched to publicise this new promotion on the platform.

A new Wizz Air campaign is on our screens. The airline is launching an advert on the Gran Vía billboard circuit to promote its flights to European and domestic destinations under the slogan “Wizz and whatever comes up”. In this campaign, the airline is once again banking on humour, featuring Belén Esteban, Susi Caramelo and Misho Amoli – three highly recognisable faces who set off for Budapest, Rome and London and are all faced with the same question: “How did I end up here?”

This is how Guerlain’s immersive experience in Callao unfolded

Madrid’s Plaza del Callao hosted the launch of L’HEURE BLEUE,Guerlain’s new fragrance for women, with a spectacular urban activation that transformed the heart of Madrid into a world of perfume, creativity and interaction.

The event centred on the installation of a Parisian kiosk in the square, where the public could explore the Maison’s new creation through a journey that connected visitors with the history, inspirations and emotions that bring the fragrance to life.

As part of the outdoor campaign, the Callao City Lights screens complemented this event to amplify the launch and boost its visibility at one of the city’s most iconic locations.

A journey into the world of L’HEURE BLEUE

Throughout the experience, visitors were able to discover the notes and inspiration behind the new fragrance, as well as receiving a scented bracelet infused with the new eau de parfum. They also received an exclusive passport that allowed them to visit different stops and experiences designed to uncover the secrets of the launch, access exclusive surprises and capture the moment in a photo booth inspired by the brand’s universe.