Madrid, Spain — In one of the most daring OOH activations of the year, telecommunications brand Yoigo transformed the centre of Madrid into an open-air entertainment stage — complete with a sofa hanging 24 metres above the ground and a live Netflix-watching experience.
The spectacular stunt featured influencer Leto, who watched series episodes while hanging mid-air, turning an ordinary billboard structure into a dramatic public performance that stopped pedestrians in their tracks.
The campaign was by Pingüino Torreblanca and Dentsu, uniting out-of-home advertising, influencer marketing, and real-time social content to deliver a high-impact brand moment engineered for virality.
A Canvas Turned into a Stage
Instead of the usual static billboard, Yoigo used a giant vertical canvas rigged with a platform and safety-harnessed sofa, turning the advertising surface into a theatrical installation.
Below, thousands gathered as Leto’s live viewing session was streamed and amplified across social platforms.
It was a visual spectacle that pushed the limits of outdoor advertising, merging stunt performance with branded entertainment.
Timed Perfectly for Black Friday Visibility
It was strategically launched during Black Friday, one of the busiest commercial weekends in Madrid, ensuring:
- Maximum footfall
- High social media engagement
- Strong brand visibility during peak shopping hours
Videos of the stunt spread swiftly across X, TikTok, and Instagram, garnering much earned media for Yoigo.
OOH + Influencers + Real-Time Content: A New Formula
The professionals of the industry call it an exemplary case of modern outdoor advertising, where physical installations are designed to kindle digital conversations.
This campaign shows how brands can evolve traditional OOH by:
- Adding influencers to increase relatability
- creating live, risky, attention-grabbing moments
- Producing instantly shareable content tied to cultural events
Creativity, Risk, and Public Entertainment
Yoigo’s bold activation reflects a rising trend: OOH that behaves like a live show, rather than a mere ad.
By combining creative risk with public spectacle, the brand was able to capture the imagination of Madrileños and millions online.
The result was a Black Friday stunt that felt more like branded entertainment than advertising — and one that showed how far outdoor creativity can go when brands dare to push the limits.
