Iberdrola unveils a new campaign that combines 3D video content in outdoor media with the first CGI experience on the iconic Callao building in the heart of Madrid. Titled "Whatever Happens," the campaign conceived by Ogilvy aims to convey the energy company's commitment to sustainability and innovation through a visually stunning format.

This led to a Fake Out of Home campaign that blends 3D creativity on the screens of Callao City Lights with CGI. The action showcases a spaceship taking over Madrid's sky, enveloping everything in a green beam to promote its Green Stable Plan, offering a stable price for electricity every day and every hour for five years.

This action follows the storyline of the "Whatever Happens" spot directed by Álex de la Iglesia for Iberdrola, capturing the essence of stability in uncertain times.

Iberdrola Embraces Fake Out of Home Action

In recent months, Fake Out of Home has become one of the sector's major trends due to its ability to make an impact. According to Gorka Pagazaurtundia, Commercial Director of Callao City Lights, it's "a pleasure to have participated in such a groundbreaking and innovative action like Iberdrola's Green Stable Plan. Being a support for a spectacular 3D piece and the protagonist of such a surprising simulated advertising action fits perfectly with our way of understanding outdoor advertising," he asserts.

With this action, Iberdrola becomes the first advertiser to carry out a 3D action on JCDecaux's new large format supports in Sol, which has also been amplified on other platforms: JCDecaux circuit nationwide, Barcelona metro from Global, and for the first time, a synchronized 3D action on digital supports in Atocha and at the airport alongside Sky Center in Barcelona from Exterior Plus.

New Ways to Impact the Audience

Leyre Lacasta, Audience and Media Manager at Iberdrola, highlights that this action reflects Iberdrola's commitment to innovation and sustainability. "In an increasingly digitized world, it is crucial to find new ways to communicate with our audience, and this initiative is a clear example of how creativity and technology can converge to convey relevant and meaningful messages," she points out.

Carat, the media agency of the dentsu group, has been behind the media strategy of this campaign alongside Maramura, a 3D cross-channel production company responsible for leading the production of all 3D actions. According to Rafael Urbano, CEO of Carat, "With this action, we wanted to demonstrate the possibilities of innovation in outdoor media, combining creativity and technology. Iberdrola is a great brand and has bet on these impactful formats that reinforce its leadership position."