To celebrate the launch of MYSLF EDT Intense, JCDecaux transformed Madrid’s Serrano station for Yves Saint Laurent Beauté. The station entrance was renamed, the railings and access points were fully dressed with the name of the fragrance, while XXL visuals of the bottle accompanied passengers on their way down to the platforms. From street level, passers‑by were immersed in the world of MYSLF: a strong graphic identity, perfectly integrated into the landscape of Calle Serrano.
The campaign fully embraced the experiential dimension. At the station entrance, bracelets infused with the fragrance were handed out to travellers, extending their contact with the brand long after they passed through. The campaign turned the metro into a place of discovery and interaction, demonstrating the power of out‑of‑home media to create connections in everyday moments. JCDecaux, alongside Yves Saint Laurent Beauté and Publicis, delivered an activation that maximised brand recall and showcased the creative strength of outdoor communication.
