We wanted to show that ghosts were literally arriving at the city. Using the most iconic elements of the film, the soundtrack and the logo, we created an experiential action specifically targeted at the more adult public who already knew the film franchise. Strategically, we uploaded a video of the action to social media, with the objective of reaching a new generation – a generation who get their information and interact on social networks. We knew that if we could manage to make an impact on the youngest members of society, the promotional video of the film would go viral. Furthermore, to capture the attention of the media, we took advantage of the fact that the release of the film coincided with several of the city’s metro lines being closed for work, informing them, via the video of the action, that we had evidence that “paranormal phenomena” were responsible for the closure of the lines
No Metro is a ghost train that you can hear, but you cannot see. There are loudspeakers and hidden cameras located in the busiest metro station in the city. Passengers are waiting for their train. We start our progressive sound programme that accurately reproduces the sound of the metro: the train approaching, the brakes, the doors opening, the doors closing, the train leaving the station. Just like a ghost! Passengers could hear it but they couldn’t see it. And at the peak moment of surprise and expectation, the legendary Ghostbusters sound track begins to play while the display panels in the station announce the remake of the film. The video was shared across social networks, announcing the existence of paranormal phenomena in Madrid’s Metro.