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Case · Scribe / La DobleVida

Turning a billboard into a participatory creative platform.

Ten days of live creation on a billboard in Mexico City, narrated in real time by the people who followed it.

RoleCreative direction · La DobleVida
ClientScribe
Full Scribe billboard, daytime, with the finished mural and the Scribe brand sign on top.
Real captureFull billboard · day view

The challenge

For Scribe's 50th anniversary, a commemorative campaign risked feeling like an outward-facing brand message — something people watch, not something they take part in.

The approach

Turn the billboard itself into the medium: illustrator Cecilia Beaven lived and worked inside it for ten days, transforming ideas submitted by the public via #ScribeBillboard into an evolving collective mural.

Watch the full case video A narrated walkthrough of the installation, the process, and the result — ingridandrea.myportfolio.com ↗ Open

The craft

From intimate process to live production

Cecilia Beaven painting the mural on the billboard, full view of the daytime process.
Real captureCecilia Beaven working inside the billboard
Overhead view of paint supplies, brushes, and hands at work, with the Scribe Billboard logo.
Real captureMaterials and process, overhead view
Film crew capturing the process live, with a band performing on the stage below the billboard.
RealLive production
Full billboard at night, lit up, with the city skyline in the background.
RealNight view
CNN Mexico coverage of the Scribe Billboard campaign.
RealCNN México
Paint-covered hand holding a phone with a real tweet using the ScribeBillboard hashtag.
Real#ScribeBillboard

The participatory system

From one object to a platform

Public input #ScribeBillboard

Ideas arrived through Twitter; public prompts directly shaped what appeared on the billboard.

Live process 10 days

Streaming and episodic content extended ten physical days into an always-on digital narrative.

Anchor platform 1 → 6 channels

The billboard anchored live streaming, social, webisodes, PR, a website, and animated interpretations.

Recognition Cannes · IAB MIXX

Bronze in Outdoor and Gold in Interactive OOH, plus three additional Cannes Lions shortlists.

Reported campaign result

The reach, in numbers

108.8MTwitter impressions
14,035New Twitter followers
68,863New Facebook fans
87,000+Site visits
65,000+Livestream connections

Verified recognition

Cannes Lions 2013

Bronze, Outdoor · plus three additional shortlists (Cyber, Direct, Promo & Activation).

IAB MIXX Awards 2014

Gold, Interactive OOH.

Why it stays in the portfolio

Scribe Billboard is still the case that best shows how a brand idea can become a platform people help build — not just watch. It's the only case in the portfolio with awards verified in public records and reported, not estimated, result metrics.