Look Here, creativity from within
Goli Neuromarketing participates in the exhibition celebrating the 20th anniversary of the El Cuartel agency, on display at La Térmica until October 18
Each person is exposed to hundreds of stimuli daily, all vying for attention. However, are we truly free to choose what we look at? The freedom to choose what we look at does not exist. This is the idea behind the exhibition “Look Here”, which celebrates the 20th anniversary of the Málaga-based agency El Cuartel, on display at La Térmica until October 18.
The exhibition is an immersive experience that aims to bring visitors closer to the creative process—from the generation of initial ideas to the moment the campaign makes an impact and evokes emotions in people.
Goli Neuromarketing contributes to the exhibition with several interactive experiences, where brain function and emotions play a key role, offering an experience that transforms based on who is observing it. In the first interactive experience, a project was conducted to study the brain activity of professionals at El Cuartel as they worked, dividing them into three profiles: Creative Team, Digital Team, and Strategy Team.
For this, Golineuro Caps were used—high-resolution brain activity measurement devices with 2,048 NIRS sensors.
Once their activity was measured, the data was combined to form three prototype brains or profiles, demonstrating that brain activity varies significantly based on the type of work, rather than the person.
Additionally, the exhibition includes dynamics through two screens in a wildposting that recognize visitors’ profiles using variables such as gender, age, and expressed emotions, allowing them to display different creative content tailored to each profile.
The exhibition concludes with emotions taking center stage, as they illuminate the final part of the experience.
About El Cuartel
El Cuartel, with 20 years of experience, is part of the RK People Group, one of Spain’s strongest independent groups, with four offices in Madrid, Barcelona, Málaga, and Buenos Aires, and a multidisciplinary team of over 100 professionals. El Cuartel works with brands such as Dunkin, Unicaja, Cash Converters, Rastreator, Vodafone, EY, Aguas Fontarel, Mayoral, and The Sky Marbella. RK People and El Cuartel have won more than 80 awards at leading national and international festivals, including Eficacia, Epica Awards, Laus, El Chupete, El Sol, and CDC, among others.
