Havaianas, the Brazilian brand created in 1962, invades the centre of Madrid in summer with an eye-catching campaign in Circuito Gran Vía, which markets Callao City Lights. The aim was to advertise its new Square line, the classic flip-flops with a square toe, in one of the city’s best locations. Under the slogan ‘Our classic, reshaped’, the action includes 3D creativity on the outdoor screens of the Callao Cinemas and several 2D pieces in the Lope de Vega, Coliseum and Rialto theatres.

The campaign achieved more than 25 million DOOH impacts in the Gran Vía Circuit, boosting brand awareness and user traffic to its pop up store located in Gran Vía.

‘For another 30 years together’. Women’secret celebrates its 30th anniversary in Circuito Gran Vía with a refreshing campaign that brings us ahead of the summer season. At the same time it reminds us that it is the same time that Saturn takes to reach the point where it was 30 years ago.

A cosmic phenomenon called ‘Saturn’s return’ to which astrologers attribute the changes that occur at certain stages of our lives and which the brand uses in this case to empower and praise its target audience. It’s Saturn’s fault’, says the piece.

The campaign, which aired on the Gran Vía Circuit from 12 to 18 June 2023, exceeded 14 million advertising impacts, boosting viralisation on social networks and the brand’s connection with the local female target.

Olay, a Procter & Gamble brand specialising in skin care, wanted to ‘challenge’ ageism with a flashmob in the Plaza del Callao. An unexpected dance that sought to dismantle the belief that age decides what we are suitable for and what we are not.

The action was developed with the support of a DOOH advertising domination campaign of the brand in Circuito Gran Vía with the slogan ‘You’re old enough to show off your skin’ with the aim of boosting viralisation on social networks and connecting with the local female target.

The campaign, carried out on 22 June on Madrid’s Gran Vía, achieved in one hour more than 120,000 DOOH impacts and the participation in the flashmob of more than 100 women between 18 and 82 years old.