The Campaign’s communication thread shows the trials and obstacles our target had to overcome in their everyday life.The campaign’s objective was to enhance the relationship between the brand and the core target (young people aged 18-34 years) under the concept of YOUR DAILY MARATHON. Madrid’s underground is used by over 1,8 million people per day.The underground stations near universities and colleges provide an efficient vehicle to reach our target: approximately 60% of our target use this transport.We’re exploiting an ideal opportunity to connect with our target. Furthermore the underground provides a captive audience which guarantees a “full-on” impact of our messages. We have made the creative work become a REAL-LIFE EXPERIENCE.The graphics work carried out by McCann Erickson, were credited in Cannes ’01, San Sebastian, Fiap, Cresta, Laus and Eurobest. First time this type of event had been carried out in the Spanish underground.We have doubled the brand awareness.Leading advertising recall within its market.

We have made the creative work become a REAL-LIFE EXPERIENCE.The graphics work carried out by McCann Erickson, were credited in Cannes ’01, San Sebastian, Fiap, Cresta, Laus and Eurobest.