Because San Isidro is much more than just a date on the calendar: it’s a way of experiencing Madrid. In the streets, in the squares and in every corner of the city.

The campaign was also visible on the screens of the Lope de Vega, Coliseum and Rialto theatres (which, together with those of Cines Callao, make up the Gran Vía Circuit, marketed by Callao City Lights) and was complemented by CGI (Computer-Generated Imagery) on the social media profiles of Cines Callao and Callao City Lights. In this instance, the piece showed a bouquet of carnations emerging from the screens, giving the impression of reaching out into the square.

This activation was part of the programme of celebrations marking the 100th anniversary of Cines Callao, which opened in 1926 and has since become both a witness to and a key player in Madrid’s cultural life. A century of hosting premieres, celebrations and shared moments, and today it continues to reinvent itself without losing its identity.