To mark the launch of Zadig L’Intense, the new fragrance from Zadig & Voltaire Parfums, Shiseido has unveiled a new campaign on the outdoor screens at Cines Callao. It features a spectacular 3D display in which the winged perfume bottle emerges from a pond, appearing as though it is about to pop out of the screens.

A wave of aromatic and spicy freedom sweeps through Madrid’s Gran Vía. This is the new campaign that Puig has just launched on the 15 screens of the Circuito Gran Vía, to mark the launch of the limited edition of Le Male in Blue, the new men’s fragrance by Jean Paul Gaultier. A striking and refreshing 3D installation in the heart of Madrid that also features another creative piece starring a tattooed sailor steering a ship on the high seas.

The campaign was supported by a Samplia pop-up on Gran Vía, where products were on display and visitors could get small tattoos and receive samples of the fragrance.

To mark the launch of its new red berry flavour, Nestea is launching a new campaign on the screens at Callao City Lights. It’s a colourful display in which the soft drink can emerges from a basket full of red berries, creating a spectacular 3D effect.

The campaign was complemented by a product sampling event at the Samplia store in Plaza del Callao. Upon showing the QR code from the Samplia app for this promotion, customers received a free can of Nestea Red Berries and also had the chance to win a surprise prize from a prize pool (T-shirts, tote bags, etc.).

BYD has chosen the heart of Madrid as the setting to announce its new launch in Spain. The Asian car manufacturer has launched a special campaign on the outdoor screens of Callao City Lights to present the new ATTO 2 DM-i, a compact plug-in hybrid SUV positioned as one of the brand’s most ambitious projects for 2026, to the Spanish market.

Under the slogan “It’s not a car, it’s a BYD”, the campaign, the brand’s first at Callao City Lights, included a spectacular 3D piece that was broadcast exclusively on the outdoor screens of the Callao Cinemas for several hours over the weekend. In addition, the brand has complemented this launch with a CGI on social media that can now be seen on the brand’s channels. The design and creation of both pieces was carried out by No-Mad Project.

In the 3D piece, the mysterious opening of some doors gives way to the new vehicle that seems to appear on the screens, in an urban setting, with Madrid’s iconic four towers as a backdrop. The scene is recreated in the CGI, this time with the car falling from the Callao screen to the square where an electric charging point is located. The piece is now also available on digital media.

‘Bigger, together’. This is the slogan that headlines the 3D campaign that Parmigiano Reggiano has launched on Callao City Lights screens. In this piece, to promote group consumption of this delicious Italian cheese, guests at a gathering try pieces of it until one of them decides to break one off, sending pieces flying through the air.

Even the best in the world can improve in some way. Carlos Alcaraz stars in the campaign that Danone has launched at Callao City Lights to present the new range of Yopro, its line of high-protein dairy products to complement a post-workout diet. A striking 3D piece in which the tennis player appears to break the glass of the screens while playing golf.

Disney+ makes a striking move at Callao City Lights to announce the premiere of the new science fiction series “Alien Planet Earth”. A terrifying creature seems to leap out of the screen thanks to the 3D effect of this spectacular piece, which will surprise audiences in Callao and Gran Vía in the coming days. Set in the “Alien” universe, the prequel to Ridley Scott’s hit film will premiere on the platform on 13 August.

Michelin once again relies on our screens with a repositioning of its 3D campaign broadcast last year, this time with broadcasting in Callao City Lights and in the outdoor supports of the Coliseum and Rialto theaters. The campaign aims to reaffirm the company’s power of innovation and consolidate its position as an industry leader. The action, made up of two creatives, shows the image of an impressive ship that seems to protrude from the screen and that of a lunar vehicle that prevents a rock from flying off the screen.

Under the slogan ‘On the road and beyond’, the piece thus reflects Michelin’s activity in other fields beyond tires, such as the decarbonization of maritime transport through huge sails used in merchant marine vessels and lunar exploration, thanks to the technological materials incorporated into the wheels of autonomous vehicles to carry out this activity on the planet. Campaign managed by OMG.

Zespri, the largest kiwifruit marketer in the world, launches a 3D campaign in Callao City Lights. A fun piece showing an animated Kiwi Zespri Green playing in a soft toy machine, while a Kiwi Zespri SunGold appears clinging to the hook until the end of the game.

The pharmaceutical company Esteve has chosen our screens to announce the launch of DormiNatur Gummies Forte. The piece shows a heavenly world in which an endearing little sheep treats us with its gummies for sleep care. A 3D ad created by Maramura and broadcast by Infinity Media.