Barcelona’s beaches are one of its greatest attractions and welcome thousands of visitors throughout the year. Visitors that generate loads of trash.

So, to convince people to clean up after themselves at the beach, we had the beaches themselves be to ones to convince us all. As a result, we created a totally new advertising media: the beach itself, through speech bubbles with messages encouraging beachgoers to clean up their trash.

The campaign also featured messages over the loudspeaker, giving the beach its own voice. People related to this code and it evolved over time. In the second phase, we created beach superheroes. Comic book characters who reminded people of the importance of separating their trash. They became part of the beachscape, far outlasting their initially scheduled run.