Meet
Marina
Prieto
2024 —
B2B —
media —outdoor —
social & influencer —︎︎︎
In 2023, subway ad spend in Spain dropped by 7%.
To prove the power of this overlooked medium, we chose her: Marina Prieto, a 100-year-old Galician grandma with just 28 Instagram followers. If she could go viral, brands might rethink subway advertising.
We turned unused subway ad spaces into Marina’s personal content gallery, showcasing her Instagram posts—gardening, eating churros, napping—with no explanations.
To prove the power of this overlooked medium, we chose her: Marina Prieto, a 100-year-old Galician grandma with just 28 Instagram followers. If she could go viral, brands might rethink subway advertising.
We turned unused subway ad spaces into Marina’s personal content gallery, showcasing her Instagram posts—gardening, eating churros, napping—with no explanations.
What started underground went viral. Marina became the face of JCDecaux's most successful B2B campaign, sparking conversations on social media, mass media, and even in countries she’d never visited.
The campaign’s grand reveal came at the Effies, where every CMO saw its impact firsthand. The result? 185 new brands signed, doubling JCDecaux’s business and breaking booking records.
The campaign’s grand reveal came at the Effies, where every CMO saw its impact firsthand. The result? 185 new brands signed, doubling JCDecaux’s business and breaking booking records.
01—
Case Study
Case Study
‘Meet Marina Prieto’ turned a seemingly unremarkable woman into an internet sensation.
AdAge —
AdAge —
02—
Out Of Home
Out Of Home
We filled Madrid’s subway with random photos of an anonymous 100-year-old grandma named Marina Prieto.
How an outdoor media brand used a sweet old lady’s Instagram page to demonstrate the effectiveness of its unwanted ad space.
Contagious —
Contagious —
03—
Intagram Reactions
Intagram Reactions
All of Spain is asking: who is Marina Prieto?
El Español —
El Español —
