SGA specializes in creating and producing live events and experiences since 2002, delivering unique and large-scale productions that engage audiences. Their portfolio includes interactive shows for brands like Lego, Wallace & Gromit, and Haribo, along with national sampling campaigns that have reached hundreds of thousands of attendees. The company combines creativity with practicality to ensure their events reflect client visions while maintaining high entertainment standards.

1. Real Imagination

2. • We create experiences which engage audiences
• Experts with solid experience in event production
• Independent and operating since 2002
• Solid core team working as partners with our clients
• Deliver both unique & large scale events
• We love what we do and it shows in every project
Our team

3. Shows
Experiential
PR Stunts
Festivals
Our world
Road ShowsLive Events Exhibition

4. Real Imagination
The best live events and experiences surprise and delight.
We ensure everyone attending goes home smiling.
To make sure your experience shines you need bags of
creativity. But you also need to be hands-on, to make sure
things go as planned.
That’s why SGA fuse creativity with practicality – to ensure
any experience that we produce truly reflects your vision.
It’s also why we say we offer Real Imagination. Because we
come up with imaginative ideas then make them a reality.

5. Our approach
Question
Opportunity
Feasability
Realisation
Ideas

6. We call this
Real Imagination
Our approach

7. Our clients
®

8. Case studies

9. SGA has worked with LEGOLAND®
Windsor since 2004, creating
and producing entertainment concepts and delivering a very
successful programme. SGA gets the LEGO®
brand to jump out of
the box and appear right in front of the public, and our shows are
a key destination of any visit. Our 30-strong onsite SGA
LEGOLAND®
team pride themselves in delivering something
unique with the brand, adhering to and honouring the LEGO®
values where the child is always the hero.
Our collection of live shows have included: Johnny Thunder in
The Revenge of the Aztec Queen; Goldilocks and the Three Bears;
Cinderella; The Pied Piper of Hamelin; and The Pirates of Skeleton
Bay. From puppet shows to high dive stunt shows our portfolio has
entertained hundreds of thousands of LEGOLAND®
guests over
the years.
Bringing
Lego to life

10. Tree Fu
GO!
SGA were engaged by Fremantle Kids to
produce the first ever live show for CBeebies
favourite Tree Fu Tom.
We created an interactive mini show that has
toured shopping centres and leisure attractions
nationwide. SGA wrote the script in conjunction
with writers from the show, designed and built
the set incorporating the look and feel of the
TV show and brought the story to life with
Ranger presenters.
The show has delighted Tree Fu Tom fans and
also captured new audiences for this popular
children’s brand.

11. Having been awarded the Live Events Licence for Aardman
Animations Ltd., SGA created and produced ‘Wallace & Gromit
present: A World of Cracking Ideas’ which ran at the Science
Museum in London for seven months. This 1,000m2 interactive
exhibition enabled visitors to explore a life-sized recreation of
62 West Wallaby Street and create, play, laugh and slide through
a plethora of inventions, contraptions and objects from the Science
Museum’s collection. Sponsored by the Intellectual Property
Office, the exhibition aimed to encourage ideas, creativity and
inventiveness. Over 170,000 people enjoyed the experience and
came away with a greater understanding of Patents, Copyright,
Design and Trade Marks, as well as the knowledge of how to
protect their own great ideas in the future. The exhibition was
highly commended at the Event Awards 2009.
A world of
cracking ideas

12. ®
Requiring both a sampling opportunity as well as engagement with
the brand over a planned tour of 9 locations, SGA created the Big
Bag Tour experience in 2013. Created from concept to on ground
delivery in 8 weeks, the on-site experience delivered an explosion of
senses through touch, smell and sound – and the double decker size
bags truly delivered a visual impact.
Allowing audiences to walk through the bags helped to distinguish
with consumers the Haribo sweets – Star Mix, Tangfastics and Super
Mix – each with their own experience. The event achieved the desired
experience and was run for a second year round the UK & Ireland in
2014 at 11 locations, including the Royal Highland show, Lollibop and
Eastbourne Airshow. Over 650,000 interacted with the tour which
covered more than ~6,000 miles, sampling circa 600,000 sweets.
The Haribo
Big Bag Tour

13. Friends
Forever
We were commissioned by Merlin Entertainments to produce the first ever
LEGO Friends show at LEGOLAND Windsor Resort. The show is a colourful,
high energy, song and dance which features amazing lighting and stunning
water special effects and not forgetting the super catchy songs!
SGA led the creative process from concept to delivery which included developing
the script, recording the soundtrack and casting the production by holding national
auditions to find a talented cast that could bring the LEGO Friends brand to life.
Following the pre-production SGA put the cast through rigorous rehearsals in order to
pull together the complex choreography and staging coupled with elements such as
jet skiing and motor cycle riding!
The theatrical production was also technically demanding. To seamlessly deliver the
show on point, our engineers spent many weeks learning and rehearsing a series of
complex cue calls and running orders in order to operate the intricate lighting,
hydraulic staging and water special effects.

14. After a hugely successful 50th Anniversary
campaign, we were asked to produce the
sampling campaign for Chupa Chups, which
included two new product launches. The tour
visited seven key family friendly events for 21
activity days. Sampling both the new Chupa
Magics, Chupa Fruit-tella lollipops and original
Fruit-tella chews, a combined total of over
420,000 samples were given away. Highlights of
the tour included a visit to the Southend Air
Show with 250,000 visitors, the music festival
GuilFest and a return visit to the Bristol Balloon
Fiesta where we were listed as one of the top five
things to see at the event!
Adding flavour to
summer in the UK

15. We created a ‘stand out’ exhibition stand at the
Grand Designs Live event, using the Wallace &
Gromit partnership to support their communications,
to promote three of their main areas of activity.
The stand was part of a large integrated campaign.
The stand utilised a mix of the modern, traditional
and unusual – touchscreens, interactive games and
giant oversized furniture. It was a huge success at the
event at the Excel Centre, London. The stand was
then moved to Birmingham for the followup event
with the inclusion of four ‘sheep’ seats that
mysteriously went missing during the get-out . . .?!
A grand
design

16. Appealing to a nation
of creative thinkers.
The Cracking Ideas campaign aims to encourage children
to come up with great ideas and to enter them into the
Intellectual Property Office’s annual competition.
Working with MGA for messaging and design, we
developed exciting competition packs and press
advertisements utilising Wallace & Gromit to explain
the four key areas of IP – Patents, Design, Copyright and
Trade Marks. Recipients could express their own cracking
ideas in the packs, before sealing them in an envelope
and either posting them or adding them to the
thousands of entries at the ‘Wallace & Gromit present:
A World of Cracking Ideas’ exhibition. The competition
received a record 7,000 entries. The entries judged by
Wallace & Gromit creator, Nick Park!

17. The path to
irresistible freshness
We created and produced a national sampling campaign to
promote two products – their mint chews and new chewing
gum – and to bring their chewing gum TV ad to a wider
audience. As both products require chewing and both offer
the same outcome (the brand statement of ‘irresistible
freshness’), we developed the theme ‘Which will you chews?’
This encouraged consumers to make a choice between gum
and chew –the outcome being irresistibly fresh breath either
way. We designed and constructed the ‘Mentos
Freshometer’ – a wheel of fortune-style attraction that could
be spun by visitors to win a variety of prizes, including
giveaways, free samples and a holiday. On two national tours
(due to the success of the first) the wheel visited large
shopping complexes and garnered huge public attention.

18. Thank you