JCDecaux - Meet Marina Prieto

The Problem

CMOs believe that OOH advertising is less effective in today’s digital age and, as a result, are investing less in it.

The Insight

If the most anonymous person can go viral through OOH advertising, then any brand can.

The Idea

JCDecaux created wide-reaching OOH ads showcasing the social media posts of Marina Prieto, a 100-year-old woman with only 28 followers—without explaining the story behind the ads. After the buzz around her grew, they unveiled the campaign at a major marketing conference in Paris.

The Results

Record bookings for JCDecaux, 39,285% growth in Marina's Instagram following, and a Titanium award in Creative B2B.