CALLAO CITY LIGHTS’ CASE STUDIES

THE MOST STUNNING OUTDOOR ADVERTISING

GAULTIER DIVINE IN 3D FLOODS CALLAO WITH SENSUALITY

GAULTIER DIVINE IN 3D FLOODS CALLAO WITH SENSUALITY

3D CREATIVITY |  PUIG

TECHNYCAL SPECIFICATIONS

  • Campaign date: 2nd to 15th October 2023
  • Advertiser: Jean Paul Gaultier, Puig
  • Media agency: Publicis (Starcom)
  • Creative agency: 

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 CREATORS OF ’21 DAYS’ UNLEASH MADNESS IN CALLAO

THE CREATORS OF ’21 DAYS’ UNLEASH MADNESS IN CALLAO

INTERACCIÓN EN PLAZA |  NIL OJEDA

TECHNYCAL SPECIFICATIONS

  • Campaign date: March 2023
  • Advertiser: Nil Ojeda (Original Idea)
  • Client: Vizz/Webedia y Milfshakes
  • Media agency:
  • Creative agency: 

The Plaza del Callao was completely full to capacity. Nearly 4,000 people flocked to the centre of Madrid to watch on the screens of Callao City Lights the presentation of the second season of ’21 days without spending money’, the hit series by Nil Ojeda, Misho Amoli and Guanyar that took YouTube by storm last year.

The event became part of the first episode of the new season, in which the popular content creators return to live crazy adventures on a journey through Spain, Mexico and the U.S. Among their objectives for this new edition, meeting Mr. Beast, the most famous American youtuber in the world.

The action achieved more than 41,000 DOOH hits in 45 minutes and went viral on social networks, with more than 8.5 million views and 565,000 likes.

The previous season of the series, in which the three streamers shared their crazy and funny experiences trying to live without spending money for three weeks, gained more than 1 million followers on YouTube.

UNIVERSAL PICTURES KUNG FU PANDA

DUMPLING RAIN IN CALLAO FOR THE PREMIERE OF ‘KUNG FU PANDA 4’.

3D CREATIVITY |  UNIVERSAL PICTURES

TECHNYCAL SPECIFICATIONS

  • Campaign date: March 2023
  • Advertiser: Universal Pictures, Kung Fu Panda
  • Media agency: Mindshare
  • Creative agency: 

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.

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