We used one of the most emblematic buildings in Madrid: Edificio España, which was for a long time the tallest building in Spain. Now it has become a hotel propriety of the RIU group.

This was an adhoc placement that we managed to get as it is not a conventional advertisement placement, being able to be in the middle of Madrid´s skyline and which was visible from several kilometers away.

We used all the front windows of the building, summing up a total of 238 that were transformed into real-life pixels and developed our best technology by using 80.000 W of lighting.

We delivered different messages and images related to the show: On the first days we had a countdown and once the show was launched we displayed some images such as lips, shooting guns and explosions. The activation lasted 5 days, from 8.00 pm to 12.00 pm.