Can a congress be sustainable?

CLIENT: IFEMA The answer is yes. Expodental Scientific Congress 2021, held from June 24 to 26 at IFEMA, became the first congress to achieve the certification of a sustainable production event issued by Eventsost. An initiative that started from 4foreverything, awarded by IFEMA for the design and total production of this event. To do this, 4foreverything deployed a sustainability strategy that included the incorporation of an action plan in order to mitigate the effects on the environment, promote the circular economy and reduce the carbon footprint generated by the congress. As a fundamental measure, the entire production of the congress and the exhibition area, which represented more than 3,000 m2, was carried out with the use of Aluvision, the 100% sustainable modular system and certified as a Sustainable Resource for events by Eventsost, thanks to its ability to be reusable and its contributions to circularity in events. In this way, it collaborated in the promotion of the circular economy avoiding the production of waste and the consumption of virgin materials and favoring reuse and recycling. This intervention was accompanied by other measures such as the use of recycled carpet, the use of recycled canvas to cover the modular structures, the printing of all materials in latex inks, with zero generation of waste and zero toxicity, and the use of wheelbarrows. electric lifts for assembly, among others. As a complement to this action, the carbon footprint generated by the event’s production was offset through the Plant-for-the-Planet Spain Foundation. A reforestation (of 20 trees) carried out in the Yucatan peninsula and an environmental and climate education activity aimed at young people between 10 and 16 years of age were the interventions carried out.

Teambuilding in times of pandemic


CLIENT: FAES One of the biggest challenges in 2020 was to ensure that teams working remotely throughout the year stayed together, stayed connected and continued identifying with companies’ values as their own. This is the problem which FAES, like other businesses, came across when holding its annual event online: how to bridge the distance between teams and keep on inspiring engagement? Faced with this challenge, 4foreverything set up the online two-day event for FAES in which online attendees (more than 170 employees) were divided into groups and specialised chats yet also shared content and projects together. Values such as approachability and collaboration took centre stage at this website-based online event streamed from the Próxima Estación hybrid event space. 4foreverything was entrusted with the creative proposal, the agenda, choosing presenters and activities, audiovisual arrangements and complete technical control of the event. As a final touch, on the second day a collaborative video was unveiled made by all FAES employees who took part in getting the event up and running over the fortnight before it was held and directed by Zapata Tenor, the event’s emcee.

The Future of Advertising: an online event with more than eight hours of broadcasting time


CLIENT: Marketing Directo The flagship event in the marketing and advertising industry was completely revamped to bring its attendees an unprecedented hybrid experience. For more than eight hours, our hybrid event space in Móstoles was turned into a stage with face-to-face and remote interventions by the advertising industry’s key players to craft a hybrid event which bridged physical distance and constantly engaged with the audience. Over 20 presentations and panel discussions, interventions by the top brands (Burger King, TikTok, DAZN Spain, PepsiCo, etc.), the leading industry professionals and a vibrant agenda which even included a live concert. 4foreveryting provided management and technical control of this hybrid event together with the website where it was streamed. The result? More than 5,000 viewers connected and over 40 million Twitter impressions.

First Hybrid Gamelab


CLIENT: GAMELAB The exceptional circumstances brought about by the Covid-19 crisis meant that Gamelab, the preeminent videogame event in Spain, was held in hybrid format for the first time in its more than 15-year history. 4foreverything’s eLive Events facilities in Boadilla del Monte and Móstoles were used to simultaneously stream more than 42 talks from a number of rooms seen by over 15,000 spectators across three continents. As it was an international gathering, the online event featured a simultaneous translation service to listen to the talks in Spanish and English. The streaming signal was broadcast from 4foreverything’s two hybrid event studios and alternated over the three days of this online event with a range of content coupled with the presence of presenters and some of the speakers in person. Coordination for this online event and signal production and management were provided at a single technical control desk. The online event included the presentation of the National Videogame Industry Awards which recognised the most outstanding projects undertaken by studios and professionals in Spain in 2019.

Something very Tous is Here


CLIENT: TOUS The new Tous fragrances were presented in an online event hosted by our hybrid event studio in Móstoles. There the brand’s iconic bear and the colour pink flooded screens, stage sets and furniture. Employees, press and customers viewed the exclusive presentation of the new Tous fragrance via streaming in three separate screenings.  The online event featured speakers in person and a total of 200 guests connected to the website which was developed and produced by 4foreverything.

And Madrid’s streets were filled with footballs


CLIENT: Havas Media The ball is the heart of LaLiga, the accelerator of the fans’ heartbeat, the hub of a competition that is as thrilling as it is passionate. For the 2020/2021 season, Puma and LaLiga got together with Havas Media to present the two official footballs, Accelerate and Adrenalina, with a high-impact action on the streets of Madrid. Overnight Madrid’s main streets and squares (accesses to Plaza Mayor, Puerta del Sol and Plaza de Callao) were filled with replicas of these balls, turning the city’s bollards into advertising media. Over 30 units were produced in different sizes. 4foreverything was tasked with running this street marketing action, seeing to the production and assembly of these balls along with handling Madrid City Council permits to place them in the city’s main thoroughfares. This street marketing action unquestionably enhanced the brand’s visibility and brought it closer to the general public in an action which went viral.

Chanel takes the streets by storm


CLIENT: Chanel Chanel’s Christmas campaign took to the streets with a high-visibility, high-profile street marketing action. The new campaign’s icon, the Christmas ball, came to life in the heart of Madrid in Plaza de Colón. The core of this street marketing action was an installation of a large inflatable ball, six metres in diameter and three metres high, featuring iconic brand items inside it and where event staff handed out product samples. It was accompanied by an OOH advertising campaign in the main adjoining streets so as to generate traffic to the site. An original street marketing action which brought the iconic brand closer to the general public.

The challenge of connecting brands and customers during COVID-19

CLIENT: ENDESA The ban derived from COVID-19 in relation to the gathering of people has not been a brake to continue connecting brands and customers. Endesa, a company that has always shown itself to be one step ahead, had to celebrate the Annual Conference for Internal Trainers of its School of Sales and Customer Service (ev&a). The electricity company, before The complications of conducting this event in person opted for a new hybrid event format. From the 4Feverything eLive Events online event broadcast set, an event was held with the remote intervention of up to 15 speakers, including the renowned neuroscientist Mariano Sigman, and moderated live from the set by presenter Jota Abril. At the event, the School’s plans for next year were presented and the 2019 Best Trainers Awards were presented within the Suma Cathedras program. The more than 200 employees invited to it enjoyed a private streaming connection where they could share with the direct staff of the School a multitude of content in different formats as well as interact in real time with the speakers present from their homes. The live broadcast from the set and the performance through robotic cameras ensured at all times that there was a safe space for all online attendees. A way to continue holding events and to stay connected in distancing times.

Artelore home

CLIENT: ARTELORE HOME Design and construction of a booth for Artelore at the Intergift fair.

Chanel goes out onto the street

CLIENT: CHANEL The Christmas season is the most important one for Chanel. A two-stage action was devised as part of the brand’s strategy to take Chanel out of the display case and bring it closer to the sales force, the sales team and the general public. To begin with we worked at the Chanel training school, converting it into a site where the brand can be experienced in different settings: Le Lab, nature as inspiration; L’Atelier, the brand’s sensory experience; Le Coco Club, a fun cabaret to try out Chanel make-up. To present the campaign to the sales force we also developed exclusive software (VR Angel) to lead a group VR experience by making it easier to share the moment among the participants. We saw Chanel no. 5 advertising at Christmas in advertising panels and on digital screens, but for the first time Chanel also made it real by turning the brand`s iconic snow globe into something real and spectacular in the heart of Madrid. A legendary brand is now closer at Christmas.