After the success of "If Nature Could Talk..."the awareness campaign created for Proyecto LIBERA in 2024 and 2025, we expanded the platform in the summer of 2026, proving that a powerful creative idea can evolve over time without losing relevance.

The challenge was to build on an already distinctive campaign by reaching new audiences and exploring new formats, while preserving the tone that had made it an effective awareness initiative. To do so, we brought back some of its most memorable executions and developed new pieces aimed both at local councils and at the people who actively take part in collecting basuraleza, giving greater visibility to those who are already part of the solution.

The campaign continues to rely on humour and irony to expose the everyday habits that end up leaving litter behind in nature. This new chapter, however, goes one step further: alongside highlighting the problem, it celebrates responsible behaviour and encourages positive civic action.

One of the campaign's new developments was the creation of communication materials specifically designed for municipalities participating in the "Mi Pueblo Sin Basuraleza" programme and the "1m² contra la Basuraleza"initiative. These assets were designed to be shared by local councils with their communities throughout the summer.

For the first time, the creative universe of "If Nature Could Talk…" also made the leap to television, with film adaptations of the "Crab" and "Ant" executions, extending the campaign's reach and bringing its message to wider audiences.

Artificial intelligence also became part of the creative production process. The visuals were generated using AI before being transformed into animated films through post-production, preserving the meme-inspired visual language that defines the campaign while strengthening its connection with audiences through contemporary digital culture.

This latest evolution shows how a strong creative platform can adapt, grow and continue to spark conversation, balancing entertainment, innovation and awareness to help tackle basuraleza.