Pocoyó, the beloved preschool character celebrating his 20th anniversary this year, rolled out an innovative brand activation strategy in Madrid’s Plaza del Callao. The iconic square was transformed into a vibrant space for family celebrations to mark the launch of the sixth season of the cartoon series on Clan TV and the introduction of his new sister, Bea.

Hundreds of families gathered to be part of an immersive experience designed to maximise engagement and emotional connection with the brand. Attendees had the opportunity to take photos with Pocoyó and Bea, who came to life through adorable dolls. The little ones enjoyed face painting sessions inspired by their favourite characters from the series and stations with colouring templates, creating a playful and participatory atmosphere.

The highlight of the day, and a key element for media and marketing impact, was the opportunity for families to see themselves projected on the giant screen in Callao. With more than 250,000 impressions, this unique moment not only generated a sense of importance and belonging for the participants, but also ensured massive, real-time visibility for the brand in one of Madrid’s most prominent advertising showcases.

Thousands of people gathered in Madrid’s Plaza del Callao to attend the presentation of Rosalía‘s new album. The Catalan singer surprised attendees with her presence in the area to see live, and after a countdown on the screens of Callao City Lights and all the theaters on Madrid’s Gran Vía, the cover of her new album, Lux, which will go on sale on November 7.

After getting out of a car she was driving herself, the artist ran a short distance along Gran Vía to the hotel, where she greeted her fans from a hotel room window. Rosalía was accompanied on her journey by a crowd of fans who had been waiting for her for hours.

The singer had announced the event in advance on social media, which generated a large turnout of fans who did not want to miss this moment.

There was great excitement in Madrid’s Plaza del Callao as people gathered to witness the challenge Nestlé had set content creator Peldanyos: to try Nestlé Extrafino’s new

There was great excitement in Madrid’s Plaza del Callao as people gathered to witness the challenge that Nestlé Extrafino’s had set content creator Peldanyos: to try the new Nestlé Extrafino bars (with corn pieces, caramel filling, and Filipinos black cookie filling) live and give his opinion on them. A real tasting, without filters, witnessed by hundreds of people who came to the square and broadcast live by Callao City Lights.

The Valencian influencer, known for his videos in which he tries all kinds of foods and restaurants, conducted a total of five tastings with the collaboration of 125 people who wanted to participate in this fun event, which could be seen on the big screen in Callao. In groups of 25 and accompanied by Peldanyos, they were able to taste the three new bars and give their opinion on them.

A group tasting

Showing his usual spontaneity, the content creator described the flavor of each bar and asked his tasting partners for their favorite. After trying the three varieties, Peldanyos opted for the corn chips bar, although he confessed that he also really liked the caramel bar. The Filipinos filling was the favorite for many of the participants.

Between tastings, the influencer wanted to share the new varieties of Nestlé Extrafino by throwing bars to the crowd in the square, who joined in the tasting.

Peldanyos is the nickname of Sergio Bolaños, a social media phenomenon who has gained popularity for his authenticity and humor when tasting everything from supermarket products to dishes from the best restaurants.

“Actions like this demonstrate the power of our screens to amplify and complement everything that happens in the Plaza del Callao. On this occasion, with a very fun and participatory activation organized by Nestlé Extrafino,” says Gorka Pagazaurtundua, commercial director of Callao City Lights.

Carolina Herrera staged a spectacular event to present her spring/summer 2026 collection. An impressive fashion show was held in Madrid’s Plaza Mayor and broadcast live on the outdoor screens of Cines Callao, generating a lot of curiosity and drawing a large crowd to the square.

For the first time in its history, the brand showed its main collection outside New York, which was a major event for the fashion world and the city of Madrid. The Plaza Mayor was transformed into an impressive catwalk where Carolina Herrera’s designs for the coming season were shown to the sound of several well-known songs from Madrid’s Movida, among others. In fact, the collection is inspired by Madrid’s Golden Age and the irreverent spirit of the Movida of the 1980s, the same decade that saw the birth of the brand.

A total of 800 guests attended this grand fashion gala. National and international celebrities, influencers, businesspeople and well-known faces from the world of music such as Becky G, Sebastián Yatra and Amaia, international influencers such as Vittoria Ceretti (the face of La Bomba), Olivia Palermo and Alexa Chung, models such as Karolina Kurkova, and figures from the world of cinema such as Pedro Almodóvar, Ana Rujas and Aitana Sánchez-Gijón. They were all seated along a pink catwalk almost a kilometre long, joined by tourists in the Plaza Mayor itself from its iconic terraces and neighbours from nearby balconies.

La Bomba launch

The broadcast was preceded by another event in Plaza del Callao and on screens to present La Bomba, Carolina Herrera’s new fragrance. The public was able to take photographs in the pop-up installed in the square for the occasion, specifically in a photocall filled with butterflies—the symbol of the new fragrance—and then see themselves on the big screens of Callao City Lights. In total, three hours of broadcasting also featured advertisements for La Bomba and other Carolina Herrera fragrances.

Carlos Alcaraz, ambassador of ElPozo Bienestar, went to the Plaza del Callao to visit the ‘Bienstar Sport Center’, a giant space for entertainment, food and sport, conceived by the brand to give the public a fun and healthy experience for a few days. The tennis player received as a gift a huge mural with his face, which was painted in situ by the Murcian artist Carlos Callizo, and was able to try out his virtual tennis skills on the spot, playing with his own avatar. The visit was broadcast live by Callao City Lights.

During the three days of the activation, the space was also attended by footballer and world champion Olga Carmona and motorcycling rider Pedro Acosta, as well as several influencers and content creators.

For their part, the public could opt for various prizes by participating in a virtual tennis ‘pong’ tournament and in another one of subsoccer for football lovers. The space also featured a Moto GP simulator, a photocall area with photo booth and a healthy cooking workshop run by Daniel del Toro, a former MasterChef contestant.

The Plaza del Callao was the place chosen by Domino’s Pizza to present Domino’s Tribute in Madrid, a monument that pays tribute to all the generations that have formed and form part of the gamer culture in Spain. The event, organised to mark the brand’s tenth anniversary in the video game territory, was broadcast live on the Callao City Lights screen located in the square and featured the participation of two gaming world leaders: IlloJuan, with more than 4 million followers on Twitch, and Guanyar, a creator specialising in IRL (In Real Life or live broadcasts), who carried out various activations among the attendees, connecting more than 43,000 users via streaming.

After passing various tests proposed to the candidates (dancing, doing push-ups, arm wrestling, etc.), three young people were chosen to take part in a competition in which they had to answer questions related to the world of video games. The winner was rewarded with a year’s free Domino’s Pizza and a signature on the monument.

A unique work

Domino’s Tribute is a unique work that traces the evolution of gaming from the 1980s to the present day, created with the contribution of industry leaders and enthusiasts. It is a tribute that not only pays tribute to the cultural impact of gaming, but also reinforces Domino’s connection with this ever-growing community.

The action, led by Havas Play and Lady Brava, also served to announce the upcoming production of a short documentary directed by renowned film director Nacho Vigalondo, which will address the history and evolution of gaming in Spain and its contribution to culture and society.

The exhibition in Callao of this work, created by the Domestic Data Streamers studio, is the penultimate stop on the Domino’s Tribute tour, which began in July 2024 at the OWN Valencia, continued at the OXO Museo del Videojuego in Madrid and will culminate at the EVAD (Escuela Superior Videojuegos y Arte Digital) in Malaga, where it will remain on display until April 2026.

To promote the tools that Google and YouTube offer families to explore the Internet more safely, the company moved the popular contest ‘Pasapalabra’ to the very Plaza del Callao.

Roberto Leal, presenter of the Atresmedia program, staged a family version of the famous ‘rosco’, live and direct. The action, broadcast on one of the giant screens of the Callao Cinemas, attracted hundreds of people who gathered to enjoy the show.

The participating families became the protagonists, facing a new “rosco” with questions related to the digital world, following the dynamics of the well-known contest. The contestants appeared on the giant screen, surrounded by the emblematic ‘rosco’ of ‘Pasapalabra’, creating a festive and learning atmosphere.

This event, created by the agency Dentsu for Google, was an interactive and memorable experience.

Yoigo pays tribute to people who do nice things to make their loved ones happier. An original campaign in which different people surprise a friend or relative in Madrid’s Plaza del Callao by broadcasting their encounter on the Callao City Lights screens.

The action is a tribute to good people. The one that throws compliments to their loved ones. People who do things to make others smile. People who celebrate good things and who, in short, make the planet a better place.

Live fashion returns to the screens of Callao City Lights! On the occasion of the opening of Paris Fashion Week, L’Oréal Paris has carried out a spectacular action in Madrid’s Plaza del Callao, consisting of a live broadcast of Le Défilé L’Oréal Paris, the fashion show organised by the brand as part of the opening of the event in the French capital, and an activation in the square, which allowed attendees to apply make-up in situ and see themselves in style on the Callao screen.

The broadcast attracted hundreds of people who did not want to miss the fashion show organised by the cosmetics firm and the dance show that accompanied it in the square. Attendees, including several influencers, were able to try out some of L’Oréal’s products in situ with expert make-up artists and see themselves on the Callao screen posing in front of a reproduction of the base of the Eiffel Tower placed in the square.

Le Défilé L’Oréal Paris, which took place in the incomparable setting of the Paris Opera, was a tribute to female empowerment, diversity and sisterhood. The show was attended by many famous faces and L’Oréal Paris ambassadors from around the world, including Lima Grothe, Eva Longoria, Kendall Jenner, Cara Delavigne, Camila Cabello, Cindy Bruna, Viola Davis, Leila Bekhti, Yseult, Andie Mcdowell, Jane Fonda, AishWarya Rai, Liya Kebede, Aja Naomi King, Alia Bhatt, Marie Bochet, Beatrice Vio Grandis and Spanish influencer Lola Lolita.

‘Activations of this kind demonstrate the value that Callao City Lights can bring when it comes to magnifying and making an action more visible. Combining the power of attraction of our screens, thanks to their size, image quality and location in the busiest square in Spain, with such spectacular square activations, such as the one carried out on this occasion by L’Oréal Paris, is something that always gives good results’, says Gorka Pagazazaurtundua, commercial director of Callao City Lights.

Prodigious was responsible for the production of this incredible action and Publicis conexión by Zenith, the bespoke solution created for L’Oréal Spain and Portugal, for the media management.

Huge attendance at the Plaza del Callao. Miravia, the Spanish platform specialising in beauty and fashion products and official e-commerce services sponsor of the Paris 2024 Olympic Games, carried out a spectacular activation in the centre of Madrid at the end of June, with the participation of Callao City Lights.

The public could see themselves on the giant screen in Callao ‘With their heads held high’ (like their favourite athletes), the slogan of this action, after having their photo taken at a photocall located in the centre of the square. To appear on the screen, all you had to do was download the Miravia app, like one of the brands available on the app and follow the platform on Instagram.

The participants, who were able to go through a make-up set before posing for the camera, received a bag with product samples and discounts to buy at Miravia at the exit.

A breakdance show

The activation, managed by OMD, also included a breakdance show, a new discipline included this year in the Paris Olympic Games, performed by several Spanish athletes who are experts in this speciality, with Juan de la Torre ‘Xak’, Miravia’s ambassador for the #CabezaBienAlta campaign, and his partner Ana Ortega ‘Furia’, as the protagonists. Both were accompanied by several dancers from the breakdance club ‘La Unidad’, a DJ and a graffiti artist who created a colourful still life with the name of Miravia.

In addition, as part of this action, the brand also launched a competition on social networks to enter a draw for two tickets to attend the opening ceremony of the Olympic Games in Paris on 26 July and one of the sporting events included in the competition.