from Muse by Clios | Discover the latest creative marketing and advertising news. Muse by Clio is the premier news site covering creativity in advertising and beyond.1 week ago
David Madrid successfully launched a unique outdoor campaign featuring Marina Prieto, a little-known Galician grandmother, to turn around declining subway ad investments in Spain. By creatively showcasing her mundane life and promoting the authenticity of normality, the campaign drew in 185 brands, proving that creativity and genuine connection can significantly impact ad effectiveness. Copywriter Clara GarcÃa Alfaro explained the vision behind selecting someone exceptionally unremarkable to challenge traditional marketing principles, emphasizing that love and genuine stories can overshadow mere clicks in advertising.
We decided to turn the campaign itself into the ultimate test, by trying to make someone completely unknown famous.
We could've gone with an influencer, added a CTA ... but we wanted to push the idea to the extreme.
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