If Nature could speak… (SEO/BirdLife)
In summer 2024, SEO/BirdLife and Ecoembes launched a bold new digital campaign for the LIBERA Project to raise awareness about “Basuraleza”—litter left in natural environments. Summer, when nature is most visited and most vulnerable, was the perfect time to make this issue impossible to ignore.
Client and Sector
LIBERA is a joint initiative by SEO/BirdLife and Ecoembes aimed at combating environmental pollution in natural spaces across Spain.
Challenge
How do you get people to stop littering when no one—especially nature—can speak up to complain? The campaign needed to cut through public apathy and cultural blind spots surrounding pollution, without sounding preachy.
Approach
Under the concept “If Nature Could Speak…”, we imagined what the animals would say if they could confront us directly. The campaign uses ironic, absurd humor to hold up a mirror to our behavior—and call it out. Through surreal and sharply scripted scenarios, animals like a crab on the beach, a robin in a bush, or a turtle in the sea express their dismay at human carelessness.
Execution
Leaning into the universal language of internet culture, the campaign blends meme formats, animated imagery, and fast-paced comedic editing. It includes:
11 audiovisual snippets for digital and social platforms
Digital radio spots
Print advertisements
A creator-led activation, where influencers interact with the campaign’s talking animal characters, who come to life on social media and “break the fourth wall”
The humor—often overlooked in purpose-driven advertising—is the campaign’s superpower. It transforms a heavy environmental message into something light, shareable, and impossible to forget.
Takeaways
“If Nature Could Speak…” proves that humor and purpose can go hand in hand. By making nature the unexpected protagonist and using comedy to call out pollution, LIBERA reaches audiences in a fresh, culturally relevant way—and makes sure the message sticks.
