A giant female hand with sharp fingernails protrudes from the screen of madrilenian Cines Callao (Callao City Lights) to grab the Mugler perfume bottle advertised on the billboard next to it. When it comes to 3D OOH, and there have been some ambitious uses of 3D lately, this is an attention-grabber.

The CGI billboard supports the Mugler’s Callao City Lights campaign, starring model Anok Yai. The ad was developed by Maramura together with Publicis Content. Media management was handled by Publicis conexión by Zenith, the team created for L’Oréal Spain and Portugal. Callao City Lights is a pioneer in large-format digital outdoor advertising. 

The full campaign includes TV, digital and other outdoor media to mark the launch of the Mugler fragrance, Alien Hypersense Eau de Parfum.

“Actions of this type contribute to the enhancement of outdoor advertising. Pieces that are already eye-catching on screen go viral on social networks thanks to the spectacular nature of CGI, a format in which reality and fiction intermingle to achieve a surprising effect,” stated Gorka Pagazaurtundua, commercial director of Callao City Lights.