Ogilvy and JCDecaux Spain’s Meet Marina Prieto turned a 100-year-old woman into a national celebrity. The intent was to prove that a person with zero online presence could become famous using only outdoor media without the algorithms or influencers that dominate digital culture.
Launched in 2023, billboards across Madrid featured portraits of Marina Prieto – an ordinary centenarian with no social media presence – accompanied by the simple invitation to “Meet Marina.” Curiosity spread quickly, and soon millions were asking who she was. The reveal: the campaign celebrated the emotional power of traditional OOH to connect people through shared stories, not screens.
It appeared on multiple JCDecaux sites throughout the city, including metro stations, bus stops, and large-format billboards in high-traffic areas. The placement strategy ensured broad exposure without relying on a single digital channel.
In short, this unconventional campaign for the medium itself, during a pandemic downturn, provided a lasting legacy.
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The campaign won five international awards, including multiple Cannes Lions, praised for its warmth and originality. It went viral on social media precisely because it began offline – a paradox that delighted the industry.
Meet Marina Prieto demonstrated that fame doesn’t require followers, just a great story in the right place.
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