This week, we meet an unassuming internet sensation who is driving OOH in Madrid, Berkeley is putting C02 in a bottle, Brian Cox is back in college and Smile 2 is using tech to bring their movie to life through our screens and the results are terrifying. Check it all out below.
A campaign that makes us go OOH!
Social media often feels like a young person’s game, but Marina Prieto, a 100-year-old Spanish grandmother, has become a surprising star, thanks to a clever OOH advertising campaign.
JCDecaux took on the challenge to prove the power of well-placed Out Of Home ads. They transformed Madrid’s subway system into a gallery of Marina’s life, featuring her in everyday scenarios: a leisurely nap, a sunny stroll, a simple afternoon in the garden. No logos, no catchy slogans—just Marina and her Instagram handle, @marinaprieto1923.
The question spread: “Who is Marina Prieto, and why is she everywhere?” Soon, commuters fell in love with this unassuming grandmother, and she was catapulted to Instagram Royalty, leaping from a mere 28 followers to over 39,000, as people of all ages tuned in to her delightful moments. Marina is now collaborating with big brands and, importantly, inspiring new companies to try OOH advertising. The campaign highlighted OOH’s potential to convert casual passersby into loyal followers. 185 new brands have embraced subway advertising. JCDecaux’s message is clear: if Marina can make it big, so can your business.
The genius behind this campaign? It didn’t even need a call to action. By filling the subway with Marina’s unfiltered moments, JCDecaux sparked a natural curiosity, reminding us all that a story, even an unexpected one, can be the most effective sales tool. So, if you’re looking for a new way to get noticed, take a cue from Marina’s big debut.
Want to see the full story? Check out the case study and get inspired. After all, the next OOH star could be you—or your grandma. here.
Bright Yellow Pollution Solution
Some good news out of the USA. A bunch of tree-hugging boffins in Berkeley have developed a breakthrough material that efficiently extracts CO2 from the air.
According to projects lead scientists, a mere 200 grams of the bright yellow compound can capture 20Kg of CO2 in a year. That’s as much as a tree. They also believe that with the help of AI, the compound can be refined to perform even better.
Carbon levels in the air have risen to over 420 parts per million – fully 50% higher than it was before an Englishman called James Watt figured out how to turn a wheel by burning coal – and most experts agree that without Direct Air Capture (DAC) there is no chance of preventing further increases.
What we’re saying is… there’s hope.
Read more about the breakthrough here.
A Campaign that Makes you smile (literally)
Last week Paramount unveiled a creepy new promo that allows users to watch the first seven minutes of Smile 2 for free. The catch? The viewer needs to smile for the entirety of the clip. Yes, really.
Tried and tested, the feature really does work. The second you let that grin slip, the clip will stop. And let us tell you, smiling for seven minutes straight is no mean feat. It doesn’t have to be a cheesy grin, a smirk will do the trick, but the facial recognition is pretty sharp.
It’s also NSFW, not to mention the fact you’ll freak your colleagues out if they catch you, so probably best to try it in private.
The OG Smile was also known for its creepy marketing tactics, like placing models at behind the home end at MLB games, smiling creepily into the camera. We love a bit of weird marketing around here, and this one is about as weird as it gets.
COX CRASHES COLLEGE
Imagine this: Brian Cox, the legend behind Succession’s Logan Roy, striding onto campus, but not for the academic grind. Instead, Cox has enrolled at a university for one sole purpose — to cash in on Uber Eats student discounts, which offer free UberEats delivery and discounted rides to college-goers. The idea of Cox, with his intense, no-nonsense persona (and an excellent American accent mind you – remember he is Scottish!) trading lecture halls for loyalty perks is downright hilarious and somehow feels like something Logan Roy himself would do if he had to.
If there’s one lesson to be learned here, it’s that even the iconic Logan Roy knows a good deal when he sees one. The hilarious ad has Cox is playing the system brilliantly, bypassing every student headache to enjoy the real benefits: Uber Eats discounts.