At Madrid Salvaje 2024, music was not the only thing drawing a crowd. With JD Sports, we set up an experiential stand that became one of the festival's busiest spots, with long queues of visitors wanting a unique piece.
The aim was clear: give people a tangible brand experience. We transformed basic T-shirts into exclusive streetwear in minutes, combining the speed of spray paint with graffiti technique.
How it worked: stencil and freehand
To handle large numbers of people while maintaining artistic quality, we designed a hybrid system:
- Designs to choose from: we created five exclusive stencils with urban and festival motifs. Guests chose their favourite design and up to two colours, making the garment match their personal taste.
- Freehand personalisation: beyond the stencil, we offered to spray-paint their name or nickname by hand. This touch of urban calligraphy turned each T-shirt into a one-off piece that could not be reproduced industrially.
Viral success
The activation was a success in both attendance and branding:
- Engagement: people did more than queue for a gift. They enjoyed watching the live painting, recording videos and sharing them on social media.
- Urban identity: we reinforced JD Sports' connection to street culture through a product with an authentic handmade character.
At Dale Color, we specialise in high-impact brand activations. If you want to draw a crowd to your event stand, we bring live art.
Looking for an activation for your next festival? Contact us here.
