We take the Uber Eats campaign to the streets of Madrid with a striking poster pasting

Madrid is walked on foot and, if you pay attention, the walls tell stories. That is what Uber Eats was looking for when it asked us to take its message to the street: that anyone passing in front would read that “pide casi casi de todo” without having to take out their phone. And that is where we came in.

A message pasted on the wall, not on a screen

The idea was simple. Instead of putting the ad on a medium that people already ignore, we took it where it cannot be skipped: the wall.

In the image you can see the work just as it turned out. A wall of gray stone blocks, with a rusty metal structure embedded in it, and the posters covering it at street level. That mix of old stone, iron and color is exactly what we were looking for: an ad that looks like part of the neighborhood and that does not ask permission for you to look at it.

With that premise we set up the poster pasting: we chose the wall, prepared the surface and left the message ready to coexist with the day-to-day life of the city.

How we carry out a poster pasting in Madrid

Before pasting anything, there is work behind it. This is what we always do:

• Wall study: we look at the condition of the wall, the height and how it looks from the sidewalk.
• Surface preparation: we clean and secure the surface so that the paper does not come off in the wind.
• Placing the posters: they are pasted aligned and taut, with no bubbles or wrinkles.
• Follow-up check: we come back round to check that everything is still in place.

Street marketing lives on that, on details that do not show up in a photo but that you notice when you are walking.

Why it works for a brand like Uber Eats

Uber Eats does not sell something you can touch on the street. It sells the idea of having almost everything in one click. And that idea, pasted on a wall in Madrid, is understood in two seconds.

What we saw in this type of work:

1. Street-level impact, without depending on algorithms.
2. Presence in areas where people live, not only where they pass through.
3. A format that withstands sun, rain and gazes.
4. A tight cost compared with other media.

What is more, the poster gets photographed. People share it, tag it and the message keeps circulating once we have gone. For a delivery brand, that is worth double.

What we take away from this job

Every action leaves something behind. Here we are keeping the mix: a wall that already had its story and a message that is now part of it. If you have a brand and you want it to be seen on the street for real, write to us. We know where, how and with which glue.