Actions on our screens

Digital Signage, audio-visual events in Madrid

Actions on our screens

In addition to conventional advertising, the new technology built into our screens provides for special actions or live broadcasting, as many institutions and brands have already proven.

CALLAO CITY LIGHTS BROADCASTS LIVE THE WORLD PRESENTATION OF 'TABOO', THE NEW VIDEOCLIP OF PABLO ALBORÁN AND AVA MAX

Thousands of fans gathered in the Plaza del Callao to witness the world premiere of the new video clip 'Taboo' that Pablo Alborán has recorded by Warner Music with singer Ava Max. On this occasion, the singer-songwriter from Malaga, together with the American artist, offered a live performance in the emblematic Madrid square that served as the final touch to the premiere broadcast of his new work on the outdoor screens of the Cines Callao (Callao City Lights).
In addition to the new video clip, for 30 minutes the live performance of the two singers, with Pablo Alborán on piano, could be seen on the Callao City Lights screens, which was also streamed on YouTube.

CAROLINA HERRERA PROVOKES A LIGHTNING STORM THAT LEAVES THE PLAZA DEL CALLAO WITHOUT LIGHT

Carolina Herrera has used our screens as part of a spectacular synchronized action that left Callao's audience speechless. A big blackout followed by an impressive thunderstorm in which several lightning strikes the screens of the square, accompanied by thunderous thunders that surprised everyone who passed by. The action ended with the screening of the launch campaign of Bad Boy, Carolina Herrera's new masculine fragrance.

CALLAO CITY LIGHTS, CHOSEN SUPPORT TO PRESENT IN SPAIN THE LOGO OF THE SOCCER WORLD CUP QATAR 2022

FIFA and the Qatar Supreme Committee chose the Callao City Lights screens, located outside Madrid's Cines Callao, as the only means of displaying the official logo of the Qatar 2022 Football World Cup in Spain. The emblem was presented simultaneously on the façades of the main buildings and other landmarks in 25 countries around the world. Specifically, at 19.22 (Spanish local time) on 3 September, the day on which Qatar's independence is commemorated.
In Spain, the logo was projected, over a week, more than a thousand times a day on the two screens of Callao City Lights. In addition to Madrid, the cities chosen for the presentation of the World Cup emblem were, among others, New York, Buenos Aires, Sao Paulo, Santiago de Chile, Mexico City, Johannesburg, London, Paris, Berlin, as well as Milan, Moscow, Mumbai, Seoul, Kuwait, Beirut, Algiers, Rabat, Baghdad and, of course, Doha, the Qatari capital.

ARA MALIKIAN PRESENTS ITS NEW ALBUM WITH A SYNCHRONIZED ACTION ON THE SCREENS OF CALLAO

On the occasion of the launch of his new album 'Royal Garage', the brilliant violinist Ara Malikian offered a 360º digital concert in Callao. A spectacular synchronized action on the screens of the square that culminated with his live performance from the roof of the Cines Callao.

PLAYSTATION 4 CHOOSES THE CALLAO SCREENS TO BROADCAST THE UEFA ECHAMPIONS LEAGUE FINAL

The UEFA eChampions League Final, an online competition organised by UEFA and Electronics Arts Sports, editor of FIFA 19, has also been held in Madrid. One day before the official competition between Liverpool and Tottenham in Madrid's Wanda Metropolitano, hundreds of PlayStation 4 and FIFA 2019 fans gathered in Madrid's Plaza del Callao for the thrilling final of the first edition of this online championship, which was broadcast live on the giant screens of Callao City Lights. A global event with the participation of the 8 best players in the world of FIFA 2019 who came to Madrid to play on PlayStation 4 the last matches of the competition and the final mentioned.
The audience in the square could watch, for an hour, how the participants faced off in a vibrant match that finally won the American NYC_Chris, becoming the best player of FIFA 19.
PlayStation 4, as a sponsor of the UEFA Champions League and the FIFA 19 Global Series, chose to amplify the competition with this live broadcast on the Callao City Lights screens.

CALLAO, EPICENTRE IN OUTDOORS OF UEFA CHAMPIONS LEAGUE FINAL

The final of the Champions League has also been played in Callao. Some of the main sponsors of this competition and other collaborating brands have chosen the most visited square in Spain and the third busiest in Europe (113 million people per year) to disseminate outdoor actions related to the aforementioned championship. Specifically in the recently renovated outdoor screens of Callao City Lights.
Mastercard, Lay's, Pepsi Max, PlayStation, Santander, Hoteles.com and Cadena Ser have used these large-format supports to communicate their link to one of the biggest international football events. For its part, Standard Chartered Bank, sponsor of Liverpool FC, carried out a special action spreading some of the messages of support from the fans of the team who used the #StandRed tag on Twitter. In addition, PlayStation 4 broadcast the UEFA eChampions League final live on Callao City Lights screens, an online competition organised by UEFA and Electronics Arts Sports, publisher of FIFA 19.

ORANGE FLOODS THE SCREENS OF CALLAO CITY LIGHTS WITH MESSAGES OF LOVE

Orange and Arena Media launched the first integrated action in Spain linking Twitter and Callao City Lights screens. Under the hashtag #buscaelLovedetuvida, network users shared their most original photos and love messages in this unprecedented action in Spain. In total, more than 4.5 million people were impacted through this Twitter campaign.
In addition, as a complement to this innovative action, all participants were sent an image of Callao's screen with his message and photo, so that they could keep the memory of his appearance in the center of Madrid, becoming protagonists of the Orange campaign.
The action is part of the campaign that Orange has started to announce the launch of LOVE, a new convergent contracting modality that allows customers to completely personalize their offer up to the detail of renaming the tariff with their own surnames.

CALLAO CITY ARTS', A PIONEERING URBAN ART PROJECT IN EUROPE, ARRIVES IN MADRID

This is an artistic program, developed by Cultura Inquieta and Callao City Lights, which was born with the purpose of giving greater visibility to the new talents of contemporary art. Over the next few months, the outdoor screens of the Cines Callao will offer a sample of the interesting work of different artists in the disciplines of photography and video art.
Callao will thus become the most visited urban art gallery in Europe, bringing the work of emerging and consolidated artists free of charge to passers-by in the area, through which more than 113 million people pass each year.

TELEMADRID BROADCASTS THE CHRISTMAS LOTTERY DRAW

One more year, the screens of Callao City Lights broadcast live the extraordinary draw of the Christmas Lottery, on this occasion, by the hand of Telemadrid.
The public of the area knew first hand the winning numbers thanks to this initiative of the regional TV that had the presence in the place of a reporter to give an account of the atmosphere lived in the square of Callao.

HBO ESPAÑA® SYNCHRONIZED ACTION WITH ‘GAME OF THRONES’

In order to open its mouth and generate expectation for the next premiere of the last season of Juego de Tronos, HBO Spain has carried out a spectacular synchronized action on the digital screens of Callao City Lights and El Corte Inglés, located in Madrid's Plaza del Callao.
Under the hashtag #PORELTRONO, the protagonists of the series 'invaded' the square, while two string quartets performed, live and at street level, the soundtrack of this cult series for millions of spectators around the world.
The action is part of a global campaign created to announce the premiere of the eighth and final season of the series, which will take place in April 2019.

LOTTERIES FLOOD CALLAO AND GRAN VÍA ON THE OCCASION OF THE LAUNCHING OF THE EXTRAORDINARY CHRISTMAS DRAW SPOT

As a start to one of the most emblematic campaigns of the Christmas holidays, Loterías y Apuestas del Estado carried out during the night of November 14 a special action in the exterior, synchronizing the digital screens of Callao City Lights, Super 8 and Capitol. For two hours (from 21:15h to 23:15h) images of the spot could be seen inviting passers-by to discover the full story on the website created for the campaign: www.22otravez.es

This innovative action, devised by Universal McCann, an agency of the IPG Mediabrands group, complemented the presence of Loterías y Apuestas del Estado within the Madrid Premiere Week film festival, held throughout the week in Cines Callao. After a two-day teaser campaign, on the 14th, attendees were able to view the entire spot as if it were just another film from the festival.

Under the title "22 otra vez", the spot made by Contrapunto BBDO and directed by Javier Ruiz Caldera, tells the story of Juan, a sullen and lonely man who discovers, thanks to the Christmas Lottery draw, that all the money in the world is useless if you do not have someone to share it with.

NEW BALANCE USES ARTIFICIAL INTELLIGENCE TO CHOOSE 'EXCEPTIONAL' WOMEN IN CALLAO

An original action of New Balance España that consisted in detecting among the passers-by of the zone exceptional women, by their appearance, and to make them feel like authentic trendsetters of the fashion. All this in line with the positioning of the new line of Fresh Foam Cruz Nubuck slippers.
For this, several cameras were capturing the public of Callao, while a software to detect patterns of clothing was analyzing the images. When the system detected a woman who stood out for her appearance, a group of paparazzi came to take pictures of her, as if she were a real celebrity. The whole process was broadcast live on the giant screen of Callao City Lights, also including information on why each woman selected was an exception to the rest of passers-by. The chosen women were accompanied to the VIP NB Lounge located in the plaza, where they received a pair of Fresh Foam Cruz Nubuck slippers as an award for their distinction and exceptionality.
For this action, the agency Wilbytes developed a specific software based on the so-called "machine learning". A technology that allows a computer to learn to make decisions based on data and training, that is, accumulating experience, in a very similar way to how we human beings do. In this case, the learning was about the most common fashion styles in the center of Madrid.

THE SCREENS OF CALLAO, PROTAGONISTS OF A SYNCHRONIZED ACTION OF EASYJET

Under the slogan 'Where your imagination takes you', easyJet turned Callao into a stage for attractive images that invited you to travel, thanks to a video projected synchronously on the screens of the square, including those of Callao City Lights. The airline promoted in this visual way the variety of destinations to which it flies around the world and the different options to choose to enjoy, on the occasion of the beginning of autumn, a new vacation getaway.
The action, designed by the agency OMD in collaboration with D6 began at 7 pm and ran for 2 hours.

Samsung announces the Galaxy Note9 launch with a synchronised action on Callao's screens

To raise awareness of the new Galaxy Note9 launch, Samsung Spain and its agency Cheil Spain held a spectacular synchronised action on the digital screens in Madrid's Square of Callao, including the two Callao City Lights screens, located on the outside of the Cines Callao.

From 24 August until 6 September, a video was broadcast about the new device’s main new features: a battery that lasts all day (up to 1 terabyte, with expandable memory), a more powerful S Pen, a smart camera that automatically optimises, and versions in three different colours (blue, purple and pink). The synchronisation effect reached its pivotal moment when it showed an example of how the S Pen works: the stroke went linearly across all the screens in the square, drawing different figures on each one of them, turning Callao into a true visual spectacle.

For Samsung Spain, this is the second synchronised action it has carried out this year on the screens at Callao Square. The previous action took place last spring, to launch the new Galaxy S9 and S9+ devices. Entitled "Parkour," it won Cheil Spain and Samsung Electronics several international advertising awards; two gold prizes at the El Sol 2018 festival, one in the Media section and another in the Outdoor section, and a Silver Lion at Cannes Lions 2018, in Outdoor.

Several "Traceurs" travel Callao's screens to announce the launch of Samsung Galaxy S9

For the launch of the new Galaxy S9 and S9+ devices, Samsung Spain, through its agency Cheil Spain,
did an ad hoc video production to create a synchronised action. To do so, they used the 9 digital screens located in Callao Square, including the 2 owned by Callao City Lights.

The video showcases several individuals ("traceurs") jumping from one screen to the next, doing parkour. With this discipline, adepts leap from one place to the next, using the elements they find along the way as a springboard, as if true urban athletes. These spectacular images were sometimes slowed down to show the benefits of the super slow-motion mode on the new Samsung devices. Once again, a surprising action that masterfully combined creativity and technology.

Telemadrid celebrated Valentine's Day at Cines Callao

For Valentine's Day, last 14 February, the show "En Boca de Todos," broadcast by Telemadrid, wanted to pay tribute to lovebirds with a direct connection from Callao Square. At the square, Paquita and Pedro could see emotional footage of their great love story on our big screen. A relationship that has lasted for over 60 years, that they wanted to share with the audience in the square and the show's viewers.

Callao City Lights screens, Fitur's display in the centre of Madrid

The presence of international tourism fair Fitur was made known in the centre of Madrid, thanks to the trust that several tourist promoters placed in Callao City Lights. During the week the fair was held, Cines Callao's screens showcased this year's participation of huge industry brands, such as Tourism of Mexico, Paradores, Tourism of El Salvador and the Provincial Tourism Sponsorship of Costa Blanca.

Fitur 2018 was held in Madrid last 17 through 21 January.

The Christmas Lottery drawing, once again in Callao

Just like in years past, the Christmas Lottery drawing was broadcast live on 22 December on Cines Callao's outdoor screens, thanks to the collaboration of Loterías y Apuestas del Estado.

Once again, the sound of rotating drums and San Ildefonso children's voices joined the audience in the area, who were able to watch the traditional drawing live.

Thus, Callao City Lights joined one of the most expectant moments for many natives of Madrid, which gives the starting signal for the Christmas holiday season.

Jurassic Park's dinosaurs come to Callao

For the world premiere of Jurassic World: Fallen Kingdom, Universal Pictures used Callao City Lights' outdoor screens for a synchronised action, announcing the viewing of the first trailer for the film the following day. This new instalment in the Jurassic Park saga, this time directed by Juan Antonio Bayona, will premiere in Spain 8 June 2018. And the Cines Callao will be one of the cinemas showing it.

Samsung hosts a synchronised action on the screens of Gran Vía

To launch the new Galaxy S8 device, Samsung hosted a spectacular action, simultaneously using five screens in Callao Square, including the Callao City Lights screens. El Corte Inglés also participated in this advertising action with its vertical screen, and Súper 8, with the screens on the Fnac building and the Palacio de la Prensa. In a coordinated way, they all displayed a spectacular animation that flowed from one screen to another.

Under the motto Unbox Your Phone, the projection began with a countdown to show the new Samsung Galaxy S8, which has a frameless screen and new features, such as the smart Bixby assistant and iris recognition. An original animation with an ocean background, where the image of a gigantic whale and a diver harmoniously went from one screen to another, soaked Callao Square for an hour.

Callao, with young artists

Callao City Lights is with culture. Its space and screens are the perfect stage to share all kinds of artistic and cultural activities. One shining example of this is how our screens display work by representative youth in design, photography and illustration. On a monthly basis, the magazine Yorokobu makes a selection and brings the best projects by young promises in the art world to Callao Square. Some of the artists who have already shared their work on our screens include: Juan Díaz Faes, Bakea, Zigor Samaniego, Amaia Arrazola, Pedro Perles, David Despau, Noelia Lozano, Mercedes DeBellard, Michele Marconi, Valentina Loffredo, Hugo Martínez (Princess Cheeto), Miguel Navia and Diletta Pacifici.

UNICEF causes "A blackout" in Callao square

24 and 25 March 2017, the audience in Callao Square participated in an action consisting of causing a small blackout in the area. For each SMS sent to the telephone number on the gigantic screen owned by Cines Callao in the square, a donation was made to UNICEF, as the screen blacked out in areas, bit by bit.

The action, promoted by UNICEF with the collaboration of Cines Callao, was part of the #cierraUNICEF (#closeUNICEF) campaign that the organisation had put in motion to end, once and for all, the hardships millions of children suffer all over the world, so that its job would no longer be necessary. Callao City Lights collaborated in this action by providing UNICEF with its main big screen, located in Callao Square.

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