Who the f*** is this grandma??
JCDecaux, the leading outdoor company worlwide had a problem. Subway ad investment in Madrid decreased by 7% in 2023.
They needed help. And they got it from a person no one would’ve expected.
We used hundreds of spaces brands hadn t booked to place Marina's 54 Instagram posts. More than 850 spaces showed Marina's pictures gardening, eating churros, or taking a nap... without further explanation. We just waited, and it worked.
Marina went everywhere.
Marina went viral. What started in the subway, reached social media, street conversations, press. TV, radio and even other countries.
