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Entrant: DAVID Madrid, Madrid
Brand: JCDecaux
Title: "Meet Marina Prieto"
Corporate Name of Client: JCDecaux
Client Company: JCDecaux, Madrid
Client Company Managing Director Spain & Portugal: Carlos Barón
Client Marketing Director: Ricardo Pérez
Client Company Marketing Coordinator Studio OOH: Irene Moreno de la Gándara
Agency: DAVID Madrid, Madrid
Global Chief Creative Officer: Pancho Cassis
Chief Creative Officer: Saulo Rocha
Creative Director: Jose Sancho
Copywriters: Clara García/Jaime Ludeña
Art Directors: Curro Prieto/Giulia Ferrarezi
Agency Head of Production: Alejandro Falduti
Agency Producer: Santi Lardín
Agency Social Media Director: Alex Sanchez
Agency Chief Operating Officer: Sylvia Panico
Agency Managing Director: María García Herranz
Agency Head of Accounts: Lucila Mengide
Agency Account Executive: Jesus Merino
Agency Account Supervisor: Sebastián Gancarz
Agency PR Director: Sandra Azedo
Agency PR Manager: Isabel Amaro
Production Company: FAR Media, Madrid
Producers: Amalia Cano/Fernando García Patos
Director of Photography: Jose Luis Aguilar
Post-Production Company: Deseif Films, Madrid
Executive Post-Producer: Federico Calderón
Post-Producers: Manuel Gavilán/Miguel Mateos
Editor: Cristian Migueliz
Sound Post-Production Company: The Lobby, Madrid

Description:
More than 2.3 million people use Madrid's subway every day. However, for brands, subway media is not as relevant, effective, or attractive as regular street OOH advertising. Consequently, in 2023, subway ad investment decreased by 7%.

Because of this, JCDecaux wanted to make a campaign to convince brands that this media truly works and made them to reinvest in it again.

One of the most important objectives of this campaign was to make the idea measurable, in a simple way to show the results of this media. Media printing aside, we had a very limited budget ($10,000). However, we could use all the media that the brands had not bought in the Madrid metro.