The “Del Maki al Mupi” campaign, created with Grupo Sibuya and ALIUM, has been recognised with the Bronze Award in the…
The “Del Maki al Mupi” campaign, created with Grupo Sibuya and ALIUM, has been recognised with the Bronze Award in the Local category at the OOH Lovers awards, organised by La FEDE.
A locally-flavoured outdoor strategy that accompanied the opening of new Sibuya restaurants in 13 Spanish cities during 2024. From Reus to Seville, through Lleida, Mérida or Pozuelo, the challenge was clear: attract real footfall, with local impact and creativity adapted to each location.
How did we do it? We analysed areas of influence, audiences and mobility. We designed bespoke media plans, without wasting a single impression. We chose distinctive formats: street furniture, buses, metro jets or trams.
But above all, we translated each opening into its own language, codes and cultural references: “Sibuya has a special flavour”, “What if Mérida had been founded by the Japanese?”, “More Japanese than that all-you-can-eat sushi with a conveyor belt. Less so than the queue at the Sagrada Família”, were just some of the messages that could be seen adorning the streets.
A campaign that proves outdoor can be precise, creative and profoundly local. A demonstration of how you can conquer a city… plate by plate and poster by poster.
Thank you and congratulations to the entire Sibuya, Grupo Alium and Glocally teams that made this campaign possible. On to the next challenge! It’s great to work with clients like Sibuya who bet on creativity and adaptation to the medium.
