On september 2023 we filled the Madrid subway with random photos of an anonymous 100-year-old granny named Marina Prieto.
Watering plants, eating sweets or taking a nap. 

Now, thanks to her, brands have reinvested in subway advertising. 








More than 2.3 million people use Madrid’s subway every day. However, for brands, subway media is not as relevant, effective, or attractive as regular street OOH advertising. Consequently, in 2023, subway ad investment decreased by 7%.

Because of this, JCDecaux wanted to make a campaign to convince brands that this media truly works and made them to reinvest in it again.

Follow @marinaprieto1923 on Instagram.



We decided to use the unsold OOH spaces to demonstrate the power of the medium.
How?  With Marina Prieto. 
A lovely grandma who was publishing content on Instagram, but with only 28 followers.

 









Marina not only managed to bring brands back to the metro, but she also won...

AWARDS

Cannes Lions 2024

  • Grand Prix in Creative B2B.
  • 1 Titanium Lion.
  • 1 Gold Lion in Outdoor.
  • 1 Silver Lion and 1 Bronze Lion in Social & Influencer.
  • 1 Bronze Lion in Creative B2B.

D&AD 2024

  • 1 Graphite Pencil , Use of Micro-Talent & Influencers.
  • 1 Wood Pencil,  Press & Outdoor.
  • 1 Wood Pencil,  Integrated.
































 
SELECTED WORKS

  1. Marina Prieto | JCDecaux

  2. Public Apologies | Netflix
  3. Pienso, Luego Actúo | Yoigo

  4. Abonados 23/24 | Real Valladolid

  5. What do you expect? | Beefeater 0.0

  6. Nexo | Evo Banco

  7. Se un Hated | Ouigo













 clara.galfaro@gmail.com
 curroprietoegea5@gmail.com