Winning Gold at The Drum Awards for Advertising is David Madrid and JCDecaux. Here is the award-winning case study.
We decided to use the unsold OOH spaces to demonstrate the power of the medium. How? With Marina Prieto. A lovely 100-year-old grandma who was publishing content on Instagram, but with only 28 followers. If we could make her go viral thanks to our media, we would prove to all the brands that they could also get the notoriety they needed with us.
For this reason, we placed the 54 posts from her Instagram account throughout the Madrid subway. No CTA, no brand behind. And we got what we expected. Everyone started talking about that mysterious lady who was all over the subway.
And when the conversation was at its height, we showed the reason behind the campaign at the Effie Awards, the gala where the main advertisers get together, directly …
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