A few months ago, Madrid woke up with a question: who is Marina Prieto? That’s what thousands of Spaniards asked when they came across the photos of a 100-year-old in Madrid’s subway stations.

Overnight, Marina’s Instagram photos of her watering her plants, eating churros, or taking a nap filled the hundreds of advertising spaces in the capital. People started searching for her, discussing her on social media and even taking selfies with the photos. The question on every Spaniard’s mind was: who is this lady, and how had she ended up there?

We used the hundreds of unused spaces to share all of the Marina Prieto’s 54 Instagram Posts. The entire Metro was filled with her: going for a walk, sunbathing in the garden or taking a nap. Just her photos: not a single logo nor CTA inviting to follow her. We just waited. And it was such a success that within a few hours, social media was flooded with this question: Who is Marina Prieto and why is she everywhere? Then, after weeks of expectation, we revealed the big mystery at the Spanish Effie Awards.

“A couple of months ago, JCDecaux challenged us to use their media to show that outdoor advertising has great potential. So we set out to make someone who barely had any followers, become known throughout the country. In that search, we found the profile of Marina Prieto, a 100-year-old grandmother from Galicia whose life and stories deserved to be seen by many more people.” Saulo Rocha, Chief Creative Officer of DAVID Madrid.

“Nowadays, anyone can become an influencer, but not everyone is capable of transmitting a substantial and inspiring message to society. We wanted to demonstrate the potential and effectiveness of outdoor media through transformative action, and when DAVID discovered Marina, it was immediately clear to us that she was a voice worth amplifying.” Ricardo Valcárcel, Marketing Director at JCDecaux.


jcdecaux meet marina prieto david madrid cannes lions



Cannes Lions 2024

  • Shortlisted in the Dan Wieden Titanium category

D&AD 2024 

  • Silver in Media (Use of Micro-Talent & Influencers)
  • Bronze in Digital & Social (Integrated)
  • Bronze in Direct (Press & Outdoor)



Brand: JCDecaux Madrid. Marketing Director Spain: Ricardo Pérez Valcárcel. Creative Agency: DAVID, Madrid. Art Director: Curro Prieto, Giulia Ferrarezi. Camera Operator: Jose Luis Aguilar. Chief Creative Officer: Saulo Rocha. Copywriter: Clara García, Jaime Ludeña. Creative Director: Jose Sancho. Creative Producer: Amalia Cano, Fernando García Patos. Director of Photography: Jose Luis Aguilar. Editor: Cristian Migueliz. Executive Director: Federico Calderón. Global Chief Creative Officer: Pancho Cassis. Head of Post Production: Manuel Gavilan. Head of Production: Alejandro Falduti. Post Production Manager: Miguel Mateos. Film Production: FAR Media. Music & Sound Production: The Lobby. Post Production Company: Deseif. Account Executive: Jesús Merino. Account Supervisor: Sebastian Gancarz. Brand Campaigns Coordinator: Irene Moreno de la Gándara. Chief Operating Officer: Sylvia Panico. Deputy Marketing Director: Yolanda García Botella. Head of Accounts: Lucila Mengide. Managing Director: Carlos Barón, María García Herranz, Ricardo Pérez. PR Director: Sandra Azedo. PR Manager: Isabel Amaro. Producer: Santi Lardín.

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