When it comes to climate change, politicians act numb. And that’s a problem.

How do you make it impossible to ignore?

Client
Greenpeace

Agency
OMD Madrid (Omnicom group)

My role
Collaborated with strategy and business teams to align creative ideas with brand vision and business goals, from early ideation to final execution.

Habits in danger of extinction

The Brief

  • Problem

    When it comes to climate change, politicians act numb. And that’s a problem, because they’re the only ones who can actually make a difference. So how do you make climate change impossible to ignore?

  • Solution

    Hit where it hurts: not in the conscience, but in the calendar. No guilt trips, no sad violins. Just a clear message: if you ignore climate change, say goodbye to your favorite summer spots. Emotional, relatable, and a little bit ironic, made to be shared.

  • Idea

    Habits in danger of extinction.
    We flipped the script. Instead of focusing on disappearing species, we focused on disappearing places: the ones politicians love most, now at risk unless they create real laws to regulate CO₂ emissions.

  • Impact

    The idea spread fast, sparked public pressure, and made climate urgency feel real again. At COP19, leaders committed to cutting emissions 55% by 2030, proving that when the message hits home, so does the change.

Case Study

Context

In December 2019, Madrid hosted the COP25 climate summit at a crucial moment for the planet and for Spain. It was a historic opportunity to send a clear message about the urgency of taking action against climate change.


Especially when this is what our politicians had to say…

A man with a beard and dark hair, dressed in a suit and tie, speaking or gesturing in a formal setting, with two other men behind him. One man is on the left with gray hair and a gray suit, the other on the right with glasses and a beard. A quote in Spanish is overlaid on the image, attributed to Santiago Abascal.

“I really like the countryside, nature, but the debate around climate change, whether it’s a natural change or one caused by humans… well, that’s something I truly don’t know.”

— Santiago Abascal. President of the political party Vox.

So since our politicians seemed unsure, we decided to make it very clear, not just to Abascal, but to every major political leader in Spain.

  • Pedro Sánchez. Prime Minister

  • Santiago Abascal. President of the political party Vox.

  • Inés Arrimadas. Leader of the political party Ciudadanos.

  • Pablo Casado. Leader of the Popular Party.

  • Meritxell Batet. President of the Congress of Deputies.

  • Pablo Iglesias. Leader of the political party Unidas Podemos.

  • Gabriel Rufián. Spokesperson for the Republican Parliamentary.

Their vacation photos became our canvas. The beaches, forests, and mountains they love became proof of what’s at stake if they keep ignoring the climate emergency.

  • Mr. Sánchez, extinction is getting closer. Even to your summer days. You still have the power to stop it.

  • Mr. Abascal. The meadows you ride through are in danger of extinction. And you can prevent it.

  • Ms. Arrimadas, the place you go to clear your mind is in danger of extinction. And you can prevent it.

  • Mr. Casado. Your idyllic picnics are in danger of extinction. And you can prevent it.

  • Ms. Batet, even your fresh-air breaks are disappearing. But you can stop it.

  • Mr. Iglesias, your countryside getaways are an endangered species. And you can still prevent it.

  • Mr. Rufián, extinction is getting closer. Even to your quiet moments in the sun. And you can prevent it.

  • COP25 Leaders Our habits and lifestyles are in danger of extinction — including yours.

The Spaniards loved it,

A screenshot of two news articles in Spanish about Greenpeace raising awareness among politicians about climate change. The left article is titled 'Greenpeace busca sacar la conciencia de los políticos' and the right 'Greenpeace sacude la conciencia climática de los políticos.' Both articles feature comments from various people, including compliments and emojis, indicating public engagement with the campaign.

but most importantly,

politicians listened.

Screenshot of an article headline in Spanish about COP25 climate summit, with the date December 15, 2019, and part of the article text mentioning Madrid and the Chile-Madrid agreement.

Translation: At COP25 in Madrid 2019, countries adopted the Chile–Madrid Time for Action agreement, setting the stage for nations to increase their emission reduction commitments starting in 2020.