On the occasion of the launch campaign for Gaultier Divine,  Jean Paul Gaultier‘s new eau de parfum, the cosmetics and perfumery firm Puig flooded the Plaza del Callao with sensuality and feminine empowerment.

In a clear reference to the shape of the packaging of the new fragrance, the campaign showed the image of a young woman wearing a gold-coloured conical corset that the protagonist wore with pride of being a woman. As if she were a true goddess, extraordinary and mysterious. I’m a woman. What’s more divine?”, the piece said.

The advertising activation in Callao City Lights achieved more than 12.7 million impacts, achieving a connection with the local female target and brand awareness.

The iconic L’Oréal Luxe brand performs a spectacular CGI action linked to the outdoor screens of Cines Callao, on the occasion of the launch of the new Alien Hypersense perfume. A gigantic female hand with sharp nails juts out of the screen of Cines Callao to grab the perfume bottle advertised on an adjoining canvas in the square. This is the eye-catching CGI action that Mugler, part of the L’Oréal Group, has launched to advertise Alien Hypersense, the new refillable perfume that the cosmetics firm has just launched on the market.

The piece supports the campaign that the brand has launched in Callao City Lights, in which a young woman transforms into a woman with an alien appearance, as a result of having perfumed herself with the new fragrance. Her eyes and hair take on violet tones and her nails grow longer until they look like those of a feline. The campaign, starring model Anok Yai, is by US agency Baron & Baron and the simulated outdoor advertising action was developed by Maramura.

Media management was handled by Publicis Connexion by Zenith, the bespoke solution created for L’Oréal Spain and Portugal. This special action is part of the campaign that Mugler has also launched on TV, digital, print and other outdoor media to mark the launch of the fragrance, providing us with a unique brand experience.

The DOOH campaign achieved more than 5 million advertising impacts in the week it was active, impacting audiences at Callao City Lights.

To advertise the premiere of ‘Kung Fu Panda 4’, Universal Pictures Spain carried out an eye-catching action in the Plaza del Callao that combined the broadcast of a 3D spot on our screens with a spectacular piece of simulated outdoor advertising (CGI) on social networks. In it, several giant dumplings came out of our Callao screen and remained floating in the area, while Po, the panda bear starring in the film, leaned out of the screen to gobble up some of the dumplings that were flying nearby.

The 3D campaign achieved over 4 million DOOH impressions in one week and the CGI piece, over 50,000 impressions on Tik Tok and Instagram, increasing the connection with the film’s physical and digital target.

The action ran from 4 to 10 March 2024.

On the occasion of the presentation of Iberdrola’s new Green Stable Plan, an army of flying saucers invaded Madrid’s Plaza del Callao last March. An innovative action that combined the broadcast of the brand’s new spot, ‘Pase lo que pase’, directed by Alex de la Iglesia, and a spectacular 3D piece on the screens of Callao City Lights, with a surprising piece of simulated outdoor advertising (CGI) on social networks, in which you could see how, after taking off from our terrace, a flying saucer launched a laser beam on the screen of Callao that caused the broadcast of the spot.

The action achieved more than 230,000 DOOH impacts during the 3 hours in which the 3D piece and the advertising spot were broadcast on 9 March. And more than one million views of the CGI on social networks (Instagram and TikTok) in the following weeks. In addition to a great media repercussion.

Maramura was responsible for developing the 3D and CGI pieces and Carat (Dentsu) for managing the media campaign. The creative for the spot is by Ogilvy.

To celebrate TAG Heuer Carrera’s 60th anniversary, the Swiss brand launched a new range of the collection featuring actor Ryan Gosling. A novelty that the brand unveiled with an advertising campaign that, under the slogan ‘The race never stops’, had a presence in Callao City Lights with two different creatives: one with the image of the watch in 3D that was broadcast on the screen of the Plaza del Callao and another traditional one, starring the Canadian actor, which was displayed on the screen of Gran Vía.

The action, managed by Publicis, could be seen last April and also had two hours of exclusive advertising broadcasting. The campaign achieved more than 4.5 million impacts during the five days in which it was broadcast and 85,000 more impacts in the two hours of exclusive broadcasting. It also achieved viralisation on social networks and high brand awareness.