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.

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.