Why a 100-year-old grandma’s social posts suddenly popped up on subway ads in Spain

Marina Prieto had only 28 followers, but that all changed when she became an OOH advertising star

Published On
Jun 05, 2024

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A few months ago, folks in Madrid became obsessed with a woman named Marina Prieto, a 100-year-old grandma who was sweet and socially engaged but otherwise fairly unremarkable.

Marina’s social posts had been popping up all over billboards in the city’s subway, leading people to wonder—who was this woman? And why was her life suddenly being chronicled on OOH ads?

It turns out it was a B2B campaign from outdoor advertising company JCDecaux. Investment in OOH advertising in Spain had decreased significantly in recent years, so the company engaged agency David Madrid to find a solution. The case study above explains more.

Marina Prieto posing with admirers in the subway

The campaign is among 20 that made the short list for the Titanium Lions in Cannes, announced Tuesday.

“Our goal with this campaign with JCDecaux was to revive the magic of outdoor media and the strong impact it can have on consumers,” said Saulo Rocha, chief creative officer at David Madrid. “People nowadays tend to ignore outdoor campaigns. With Marina we got people to interact, take pictures of the media and even spread those photos on social media, making this a truly viral moment on a very low budget. This also helped to change the perception around outdoor media spends and revitive brands’ investment in OOH.”

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Jun 05, 2024
Client :
Agency :
Global CCO & Partner :
Pancho Cassis
Global COO :
Sylvia Panico
Chief Creative Officer :
Saulo Rocha
Managing Director :
María García Herranz
Creative Director :
Jose Sancho
Art Director :
Curro Prieto
Art Director :
Giulia Ferrarezi
Copywriter :
Clara Garcia
Copywriter :
Jaime Ludeña
Head of Production :
Alejandro Falduti
Producer :
Santi Lardín
Head of Accounts :
Lucila Mengide
Account Supervisor :
Sebastian Gancarz
Account Executive :
Jesús Merino
PR :
Sandra Azedo
PR :
Isabel Amaro
Production House :
FAR Media
Creative Producer :
Amalia Cano
Creative Producer :
Fernando García Patos
Camera & DOP :
José Luis Aguilar
Editor :
Cristian Migueliz
Post Production House :
Executive Director :
Federico Calderón
Head of Post-Production :
Manuel Gavilán
Post-production manager :
Miguel Matos
Sound Post-Production :
The Lobby
Managing Director :
Carlos Barón
Marketing Director :
Ricardo Perez
Marketing Deputy Director :
Yolanda García Botella
Marketing Coordinator :
Irene Moreno de la Gándara

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Project Type