JCDecaux Spain campaign wins six Cannes Lions awards

JCDecaux Spain, in collaboration with the advertising agency DAVID Madrid, secured six awards at the Cannes Lions festival, including the prestigious Dan Wieden Titanium Lion. The award recognizes campaigns that utilize creative storytelling to transform industry standards for out-of-home (OOH) effectiveness.

The campaign featured "Meet Marina Prieto," a 100-year-old Galician woman whose personal Instagram posts were displayed across more than 800 advertising spaces within the Madrid Metro network. The initiative aimed to bridge the gap between social media presence and physical public spaces, sparking local curiosity and engagement. Data indicates the project achieved over 400,000 impressions in a single week and significantly increased the subject's online following.

Jean-Charles Decaux, Chairman and Co-CEO, stated that the campaign demonstrates the capacity for OOH media to create synergies between digital and physical advertising environments. The campaign, which has also been recognized at the D&AD Awards, highlights the evolving role of metro advertising in modern, omnichannel communication strategies.