BRAND
ACTIVATIONS
BRAND
ACTIVATIONS
BRAND
ACTIVATIONS
Experiences that connect
We create brand activations that transform a space into an experience and an action into a memory.
From original and useful merchandising design to fan zones and interactive experiences, we develop activations that position the brand among its audience and create real bonds through memorable experiences.
SOME OF OUR ACTIVATIONS
Moeve fans
During the final phase of LALIGA GENUINE Moeve, held in June 2026 at the Federation's facilities in Las Rozas, we designed and executed an activation for Moeve, the competition's main sponsor, with a clear objective: to improve the experience of players, teams and the attending public.
Given the forecast of high temperatures, we developed a collection of useful and fully customized merchandise that accompanied attendees throughout the event:
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- Clappers with the map of the facilities.
- Custom hats.
- Custom fans.
- Custom flashes.
- Identification labels for players' luggage.
Furthermore, the distribution of all the merchandise was carried out by people with intellectual disabilities, making the activation itself an action aligned with the values of inclusion that define the project.
ZONA MIXTA DE MOEVE
During the final phase of LALIGA GENUINE Moeve, held in June 2026 at the Federation's facilities in Las Rozas, we designed and executed an activation for Moeve, the competition's main sponsor, with a dual objective: to make the players feel like true protagonists and to bring the project closer to the public through their own stories.
We transformed an auditorium in the facilities into Moeve's Mixed Zone, a climate refuge and meeting space with a continuous program of content, interviews and activities throughout the weekend.
The activation included:
- Live interviews with players, family members and coaches.
- Conversations with institutional representatives and collaborating entities.
- Musical bingo for players and attendees.
- Monologue by Marc Buixaderas.
- Screening of documentaries and audiovisual content from the project.
A space designed to give a voice to those who make the competition possible and enrich the experience of all attendees beyond the playing fields.
GENUINE PASSPORT
Con el objetivo de convertir cada sede de LALIGA GENUINE Moeve en un recuerdo para toda la vida, en la temporada 2022/23 diseñamos junto a la FUNDACIÓN LALIGA el Genuine Passport, una activación pensada para que cada participante pudiera conservar la memoria de su paso por la competición.
We created a personalized passport for all players and team members. At each venue, we designed an exclusive stamp inspired by a representative element of the host city and set up a specific area for participants to get it stamped during the event.
A simple action that, season after season, has become one of the most anticipated traditions of the competition and a unique memento of the journey taken by each team.
GENUINE DAY
As an associated brand of LALIGA GENUINE Moeve, PortAventura World has offered a unique experience to the players and coaches of the competition for the last few years: enjoying a day at the park during the first phase of the season, held in Tarragona.
At AGF, we designed and coordinated the entire activation to ensure a seamless and memorable experience for the more than 1,000 participants. We handled the logistics and park access, and went a step further by organizing a group meal at the Mexican Cantina and a hands-on activity so the teams could discover the park in a unique way.
An activation that strengthened the bond between the brand and the participants, turning a leisure experience into one of the most anticipated and remembered moments of each season.
GENUINE TALENT
With the aim of extending the LALIGA GENUINE Moeve experience beyond the competition, the LALIGA FOUNDATION launched Genuine Talent, a competition designed to discover and give visibility to the talent of players in an environment different from the playing field.
At AGF, we designed and developed the entire initiative. We created a preliminary phase in which each team presented their representative, and through a voting system, the ten finalists were selected.
The grand final was held at the PortAventura World Convention Centre, which we transformed into a real television studio. We designed the space with a stage, bleachers, and a large LED screen, coordinated all the technical and artistic production, created the show's rundown, and assembled a top-notch jury. In addition, we had Santi Millán as the presenter and kept the audience entertained with a preshow full of surprises, including a DanceCam with audience participation.
The winners received a trophy designed exclusively for the occasion, and the more than 1,000 participants enjoyed a unique experience that made talent, fun, and inclusion the true protagonists of the day.
CORPORATE VOLUNTEERING
At each LALIGA GENUINE Moeve venue, we coordinate corporate volunteering from LALIGA, Moeve and the host clubs, ensuring that everyone knows their role and contributes to providing the best possible experience for participants.
At AGF, we manage all aspects of volunteering: accommodation, task planning, pre-event training, team coordination, and support throughout the event. This work is crucial for ensuring each venue runs smoothly and for volunteers to have an experience as enriching as that of the players themselves.
This project is part of Brand Studio, preparing tailor-made brand activations.