Context
Carnagal was conceived as a culturally driven brand event built around the birthday celebration of Gal Trindade. The name itself reflects the convergence of her identity with the energy of Carnaval, as the event took place on the same day — merging personal celebration with a broader cultural moment.
Hosted at Jardim do Éden – Monsanto, the event brought together a curated network of KOLs, artists, and creatives, creating a dynamic intersection between Brazilian cultural expression and Lisbon’s evolving creative scene.
The event was designed as a content ecosystem, extending beyond the physical experience. We enabled creators, guests, and partners to produce and distribute content across multiple touchpoints — before, during, and after the event — maximizing reach, reinforcing brand presence, and sustaining momentum within digital and social channels.
Approach
Experience flow & audience touchpoints
The experience was engineered through a series of controlled touchpoints, each designed to influence movement, interaction, and content generation across the event.
At both entry and exit points, branded backdrops were strategically positioned along mandatory guest pathways — ensuring natural dwell time while prompting photo-taking behaviour. This setup consistently generated user-created content, directly translating foot traffic into brand visibility.
Within the event, roaming interview crews were deployed to conduct spontaneous, topic-driven interactions with guests, KOLs, and artists. These micro-interviews introduced real-time narratives into the environment, creating shareable moments while seeding conversation across social platforms.
Spatial planning further supported this dynamic by positioning key participants in proximity zones, enabling unforced interactions that could organically evolve into content, collaborations, and cross-audience exposure.
Timing played a critical role in amplifying engagement. Brand-sponsored giveaways and key activations were intentionally scheduled at peak energy moments — when audience attention and participation levels were at their highest — maximizing both on-site response and immediate UGC output.
Brand collaborations & integration
Brand participation was defined by strategic audience alignment rather than visibility alone, ensuring each collaboration was contextually relevant and commercially meaningful.
Realtransfer Portugal, a financial service provider specializing in international money transfers, was selected for its strong relevance to the Brazilian community. Given that a significant portion of its user base consists of Brazilian clients, its presence within a Brazilian-led cultural event enabled highly targeted audience access. By positioning the brand in a familiar social and cultural environment, we increased both trust and engagement, creating a more effective pathway toward user consideration and conversion.
Novex Portugal, a beauty and haircare brand, was integrated based on lifestyle and demographic alignment. With a brand identity centered on self-expression, confidence, and everyday beauty routines, its core audience closely overlaps with the event’s attendees — young, socially active individuals who value appearance, personal style, and social presence. This alignment allowed the brand to exist naturally within the event context, where product relevance could be experienced through behaviour and interaction rather than direct promotion.
Opo Spritz, an emerging local fruit sparkling wine, targeted the Gen Z demographic. Through curated tasting experiences, guests could engage directly with the product, experiencing it within a lively, social environment that reflected the brand’s youthful, dynamic identity. This scene-based approach not only triggered immediate purchase intent but also allowed attendees to internalize Opo Spritz as part of their lifestyle, encouraging both authentic engagement and user-generated content.
Both brands were therefore embedded not as standalone sponsors, but as functional elements within the audience ecosystem — ensuring their presence was integrated into real interactions, content creation, and cultural context throughout the event.