JCDecaux / SpainOOH · B2B · Social
Meet Marina Prieto.
JCDecaux filled Madrid Metro posters with an unknown 100-year-old woman, Marina Prieto, and her Instagram handle, to prove to advertisers that well-placed transit ads still get people talking.
- Brand
- JCDecaux
- Agency
- DAVID Madrid
- Market
- Spain
- Region
- Global
The challenge
JCDecaux wanted to prove to advertisers that well-placed ads in the Madrid Metro can still create buzz and word of mouth on their own.
The idea
DAVID Madrid made Marina Prieto the star of a Metro campaign with no brand message, showing her in everyday moments such as her 100th birthday and an afternoon nap. Each poster carried her Instagram handle so commuters could follow her. Her growing following became JCDecaux's sales pitch to advertisers.
Results
- According to WPP, her Instagram following grew from 28 people to more than 5,000.
Case study source: WPP Source ↗
Awards
- Cannes Lions 2025Creative Strategy – A06 CONSUMER SERVICES/BUSINESS TO BUSINESSBronze
- Cannes Lions 2024Outdoor – E03 SINGLE-MARKET CAMPAIGNGold
- Cannes Lions 2024Social & Influencer – A06 CONSUMER SERVICES/BUSINESS TO BUSINESSSilver
- Cannes Lions 2024Social & Influencer – C03 INNOVATIVE USE OF CREATORS, INFLUENCERS OR CELEBRITIESBronze
- Cannes Lions 2024Titanium – A01 TITANIUMTitanium
- Cannes Lions 2024 Bronze (Social & Influencer: Innovative Use of Creators, Influencers or Celebrities)
Credits
- Creative agency
- DAVID Madrid
- Media placement
- JCDecaux
