Who is this grandma??
JCDecaux, the world’s leading outdoor ad company, had a problem. Subway ad investment in Madrid dropped 7% in 2023.
They needed help. And they got it from the last person anyone expected.
We took over hundreds of unused ad spaces with Marina’s 54 Instagram posts.
More than 850 billboards featured her gardening, eating churros, or napping—no brand, no context. Just Marina.
We let curiosity do the rest.
Marina went everywhere.
She went viral. What started underground spread fast, into social media feeds, street conversations, press headlines, radio, TV… even across borders.
