Surely many people's ears are burning, because thousands of volunteers are out there picking up the waste others leave behind in nature—and remembering them. That’s the starting point of the new campaign we’ve created for the LIBERA Project by SEO/BirdLife in partnership with Ecoembes. To mark the return of #LIBERA1m2, the massive collective cleanup against litter in natural spaces across Spain, happening on Saturday, June 7th as part of World Environment Day, the organization aims to recruit even more volunteers to join the over 200,000 who have taken part in previous editions.

Using a resource as popular—and annoying—as the beep sound in all the campaign pieces, the message highlights the frustration of those who care about preserving the environment, aiming to awaken the conscience of those who keep polluting it. With an activist tone, yet not without a touch of humor, LIBERA delivers a clear and direct message: we must shine a light on the real impact of littering in nature and the urgent need for collective commitment to tackle the problem of waste in natural spaces.

The campaign was produced in collaboration with Retina Contents, under the direction of Carlos Callala. A shoot that, through clever use of sound, humor, and a fast-paced narrative, successfully underscores the need to change behaviors that impact nature—actions that others are working hard to reverse. 

The media planning, developed by Iprospect, includes several digital graphic pieces, a TV spot, and two radio ads that hold a special place within the programming.

DATA SHEET:
Creative agency: Darwin & Verne
Media de agency: iProspect
Brand: Libera
Advertiser: Ecoembes & SEO/BirdLife
Client del contacts: Sara Güemes, Miriam Caba, Nieves Rey, Elena López, Miguel Muñoz, Olimpia García.
Managing director: Alberto Martínez
Creative President creativo: Carlos Sanz de Andino
Creative directors: Gonzalo Calvo, Pablo Caraballo
Creative Team creativo: Alejandra Moreno, Irene Herrándiz, Gerard Andreu, Jesús López
Brand lead de marca: Ivet Honorato
Brand executive de marca: Nora Ormaetxea
Audiovisual producer: Noelia Herrera
Production Company: Retina Contents
Director: Carlos Callala
Executive producer: Pablo Pérez
Title: Que no te piiiiiten
Pieces: Píldoras, Cuñas, Gráficas.