In a blend of sensations and emotions, merging physical and digital space, Control stays true to itself – Always ON – in yet another NERVO-charged creation for NOS Alive 2025.

NOS Alive is one of the hottest festivals of the summer, and Control – a brand that’s always in the moment – shows festivalgoers it’s right there with them, helping them enjoy the heat of the moment (just like its products do when it comes to intimacy).

“In a society with increasingly more stimuli, where we’re drawn to always be ON and the time to disconnect from the world around us is minimal, we know our target needs to be ready for action — and that’s exactly what Control guarantees its consumers: the ability to enjoy their moments, always connected to what’s happening around them. This brand positioning, combined with its strong digital presence, is the starting point for this year’s activation concept,” says Miguel Pires, Creative Partner at NERVO.

“Always On” shows that we’re constantly connected, ready to engage and turn moments into something memorable, something more interesting. In our daily lives, it’s about fashion trends, digital hot topics, the song that’s on repeat, the latest buzz, what’s hot one moment and gone the next — all while each person’s life unfolds in real time.

At the stand, the agency created a reflex challenge that combines physical and digital elements, where the concept is brought to life through sensory stimuli appearing on the game screen. The goal is to collect as many stimuli as possible while they’re still hot — or score fewer points as they cool down. To do so, each player must stay connected to every move, pressing the ON button located at the center of the action, followed immediately by the button corresponding to the stimulus that appeared on the screen.

A new feature in the space organization is the introduction of the SKYN brand at the stand, which recently entered the Portuguese market. In a more private and mysterious area, visitors will have the opportunity to experience the skin-to-skin contact that the product provides, in an activation that metaphorically represents the brand’s essence.

“It’s a pleasure to respond to Control’s brief at NOS Alive for the third consecutive year and to rethink this space both in its design and content. With the introduction of SKYN into LifeStyles’ portfolio in Portugal this year, it was a real challenge to successfully combine the presence of both brands in the usual space without compromising the quality of the delivery. We’re very excited with the result,” concludes Tiago Tarracha, Managing Partner at NERVO.