Under the slogan ‘Nothing tastes better than a 100% recycled bottle’, PepsiCo developed an advertising campaign with dynamic creative on the screens of Callao City Lights to communicate its environmental commitment: the use of 100% recycled and recyclable plastic bottles (rPET) across its entire range by 2021.

The outdoor advertising strategy featured a dynamic creative in which a real-time counter showing the number of 100% recycled bottles produced by the brand in Spain was shown on screen to the audience in Plaza del Callao and Gran Vía. In addition, the brand included a wish to be fulfilled as a general appeal: “I hope that all soft drinks will soon be recycled”.

In this way, the brand makes Spain the company’s first market in the world to launch the new recycled plastic bottle. A more sustainable production and better management of the planet’s resources, with the aim of increasing consumer awareness about caring for the planet.

The outdoor advertising screens of Callao City Lights showed, between 7 and 13 June 2021, the strategy created for PepsiCo by El Ruso de Rocky and managed by OMD. As a result, the campaign exceeded 2.2 million advertising impacts and reached more than 1 million unique users. In this way, the brand reinforced its social responsibility, raising awareness among users passing through Plaza del Callao and Gran Vía in Madrid of the importance of caring for the planet and the use of 100% recycled packaging.

Amazon Prime Video, on the occasion of the premiere of ‘TOM CLANCY’S WITHOUT REMORSE’, presents on the screens of Callao City Lights the spectacular 3D campaign developed by BCN Visuals.

Amazon Prime Video’s action thriller starring Michael B. Jordan has surprised the audience in Callao with an eye-catching 3D creativity. Using explosions and flares accompanied by debris that seems to come out of the screens, and a helicopter that seems to take body protruding from the supports, the campaign has left all the passers-by in the Plaza del Callao and Gran Vía in Madrid speechless.

The outdoor advertising campaign on the Callao City screens exceeded 2 million advertising impacts in one week and reached 1 million unique users.

Under the slogan ‘Size matters (when we talk about snacks)’, Pepsico has announced the launch of Cheetos Giants, twice as big as usual. To present such a big snack, a stage was needed to match its size. Hence the choice of the two giant screens at Callao City Lights, in Madrid’s Plaza del Callao, in the very heart of Madrid.

The action included a different message each day, which was geo-contextual in nature, taking into account the day and the weather at the time of the advertising impact. The messages made it very clear how big the new Cheetos Giants are, comparing them to all those things we are looking forward to, from ‘summer finally arriving’ to ‘your crush suggesting a great plan’.

In addition, the campaign, which also ran on TV, online and other outdoor media, served to announce that Cheetos Giants are coming with more flavour than ever and in two variants: Extra cheese, with a plus for cheese lovers, and Flamin’ hot, with a spicier touch for the more daring palates.