Anonymous Grandma Takes Over Madrid's Subway
This year has been remarkable for the wide-format industry, partly due to major events like the European Football Championships and the Olympics. But it’s a blend of creativity, storytelling and human connection that truly showcased its potential, as seen in the story of Marina Prieto.
A few months ago, printed images of Marina, a 100-year-old Grandma, covered Madrid’s subway stations, sparking widespread curiosity. Her Instagram-like photos of simple daily moments filled advertising spaces, igniting a viral phenomenon. The campaign, created by DAVID Madrid and JCDecaux, aimed to prove the power of outdoor advertising. It was a resounding success, winning prestigious awards at Cannes Lions and D&AD, and also doubled JCDecaux’s outdoor advertising business!
Ricardo Pérez Valcárcel, Marketing Director at JCDecaux Spain, noted that though anyone can be an influencer, few can share a truly meaningful message. Marina's life proved that outdoor advertising could still captivate audiences and drive engagement, far surpassing digital alternatives.