For the first time ever we used the pillars inside one of Santiago’s underground Metro stations as an advertising medium. We picked a station with the most traffic and simulated some gigantic batteries which had neon lights on top that looked like rays of energy. In this way we managed to break away from the traditional advertising panorama in this medium, toying with the users’ perception while creating a relationship between these batteries and the high level of energy needed to drive the underground trains.

Action generated surprise and impact on users as it broke away from the traditional advertising in Metro stations. It caught the attention of the media as different comments were published. We created a new format for the medium.Ours was the most recalled campaign in 2004 according to a JC. Decaux poll