The brief
Eli Lilly were hosting their largest national event in Spain - a two-day congress bringing together over 600 healthcare professionals across three venues in Madrid to mark a pivotal moment for Mounjaro. Within that event, they needed a dedicated experiential space that could bring the Mounjaro brand story to life in a way that felt immersive, memorable and clinically credible — moving beyond standard exhibition stand conventions to create something that genuinely engaged attendees and reflected the scale of the occasion.
Client:
Elli Lily
Sector:
Pharma
Solutions:
Experiential, Event Activation
Region:
EMEA
Share:
The approach
We designed and built a 1,500sqm experiential zone across eight distinct spaces at Espacio MEEU, each anchored to a cinematic "Protagonistas" creative concept that ran as a thread throughout the event.
The spaces were designed to serve different engagement needs — from education to storytelling to content capture — while maintaining a cohesive brand world.
These included:
- FX Space — a bespoke Mounjaro brand environment built from wood, vinyl and 3D-printed structures, featuring the "Protagonistas en Acción" photo experience where attendees could capture a cinematic keepsake
- Film Set — a fully dressed set built with compact cardboard walls, light boxes simulating windows, props and a personalised wishing funnel, used to present obesity data and clinical insights in a contextualised, narrative-led environment
- Screenwriters' Corner — an intimate space with set furniture, branded cardboard walls and a professional sound recording booth, inviting healthcare professionals to share their real-world patient stories with Mounjaro
- Production Corner — a mobile, modular build showcasing the MyTherapy patient support tool through an immersive, campaign-led environment
The outcome
- 600+ healthcare professionals engaged across the experiential zone over two days
- Eight distinct brand environments delivered within a 1,500sqm footprint across a single venue
- A fully immersive brand world created for Lilly's largest national event in Spain to date
- Attendee content generated through the FX photo experience, extending reach beyond the event itself
- Real-world clinical stories captured through the Screenwriters' Corner sound booth, providing Lilly with authentic peer-to-peer content assets
