For the second consecutive year, NERVO is at NOS ALIVE’24 with Control Portugal, and this time they are using the festival’s flow to establish the brand’s communication territory.

Metaphorizing the premise of the Easy Way condom range- a major focus for Control Portugal in 2024, offering easy application without interruptions- festivalgoers at the brand’s space will have the opportunity to “Control the Flow” of the festival through a challenge designed to continue participants’ pleasure moments, whether musical or sexual, under the theme “keep going without stopping.”

“Both in music and sexuality, there is a flow, and when people control it, they experience unique moments of pleasure. It could be an album listened to from start to finish, a setlist that includes all the favorite songs, or an uninterrupted night for two that doesn’t distract from the heat of the moment. We brought this idea of uninterrupted pleasure to the brand activation space by creating a circuit that participants must complete from start to finish in the shortest time possible—which will only be achievable if they choose the ‘Easy Way’ path,” explains Miguel Pires, Creative Partner at NERVO.

The structure created for activation – a vertical labyrinth with multiple rotating pieces, through which a ball assigned to each contestant must navigate – serves both as a branded installation, highly visible from the outside, representing the journey from product application, marking the start of the challenge, to the climax moment that signals its end.

On this same floor, the brand’s product showroom and the already iconic makeup zone prepare visitors for the upcoming night. Upstairs, Control Portugal welcomes its guests and encourages them to enjoy concerts with a privileged view.

“For us, it’s challenging to bring freshness year after year to a challenge that has the same starting point. It makes us look at the brand from different perspectives and find a new space of engagement between the brand’s iconic territory and the continuously following audience, always waiting to be surprised. It’s rewarding to consistently meet this brief, aligning the agency’s objectives with those of the brand,” says Tiago Tarracha, Managing Partner of NERVO.

Beyond the brand experience space, NERVO leveraged Control Portugal’s digital channels and point of sale to enhance this year’s concept, with a contest that offered 100 tickets to NOS ALIVE’24. Through a series of posts in the brand’s familiar tone, participants were challenged to express which products they prefer for their uninterrupted moments of pleasure, with prizes awarded to responses that best aligned with the festival’s flow.