Poster pasting in Madrid for the Juanes concert at the Movistar Arena

Madrid already has it marked in the diary: Juanes is coming to the city and he does so with the last tickets available. So that nobody found out late, we put together a poster pasting campaign right out on the street, with the concert as the sole protagonist.

A poster you can see from the sidewalk

The format chosen was an advertising column on a street in Madrid. On a black background, the poster shows Juanes with the band and the silhouette of a guitar in white, a contrast that reads at a glance while people walk, ride motorbikes or cycle past.

The message leaves no room for doubt. On the poster appears, from top to bottom: the promoter’s name, JUANES in large letters, the last tickets strip, the date of 1 March 2026, the Movistar Arena and Madrid. At the bottom, the AirEuropa, dial and Ticketmaster logos. Around it, the normal life of the neighbourhood: balconies, a stop with municipal information, cars and people crossing the street.

Why a poster pasting works

This type of format still works for announcing concerts because it goes where the people are, with no screens or algorithms involved. These are some of its advantages:

• Direct message: artist, date, venue and city in a single glance.
• Repeated impact: the poster is on the street every day, at any hour.
• Closeness: it is placed at points where the audience that goes to concerts passes by.
• Brand recall: the artist’s name and the venue stay engraved.

On top of that there is something that cannot be measured, but is noticeable: the poster forms part of the city’s landscape during the campaign. People comment on it, photograph it and share it. And that is where poster pasting becomes conversation, not just advertising.

Street marketing to fill the Movistar Arena

A street marketing campaign like this is not improvised. You have to choose the formats, prepare the final artwork, coordinate it with the client and place each poster in its spot so that the result looks clean. In the case of Juanes, the objective was clear: that anyone who passed in front of it would know that on 1 March 2026 there is a concert at the Movistar Arena and that the last tickets remain.

If you have an event, a concert or a launch and you want Madrid to find out, this is what we do. Write to us and we’ll prepare your street campaign.