Catalonia has more than 500 kilometers of coastline, where tons of solid waste is dumped every year. So, the Government of Catalonia needed a campaign to raise awareness of the serious consequences of throwing trash in the sea.

Our strategy was to present garbage as a threat, so we turned the trash into the most dangerous species in the Mediterranean. We then used them to make a fold-out poster and handed out 1,000,000 of them with the major newspapers.

The jellyfish, the lobster, the canfish… they also made their way into the city and appeared on special pieces. All in a high-impact campaign that ended up going global and being used in Italy, Turkey, South America and Oceania. It can still be found in schools, on beaches and in lifeguard stations.