Mar Menor is the highest saltwater lagoon in Europe and the smallest sea in Spain. Located on the coast of the Region of Murcia, it is a natural treasure enjoyed by the inhabitants of the area and the thousands of tourists who visit it every year. It is currently seriously threatened by an excess of nutrients in its waters (eutrophication) due to the impact of agricultural activity and urban pressure. An ecological and social crisis that, far from being resolved, highlights the failure of the current legal protection system.
GOAL
Get half a million signatures on paper in 9 months and In the middle of the pandemic
ESTRATEGY
Design a brand able to unit all different social movements that fight for this cause. And make some noise with a poetic idea: a own personality sea should get our own signature.
THE MAR MENOR RIGHTS BOOK
A little sea with big rights. A symbolic little book for journalist and influencers was printed in order to find all the legal information about
the initiative.
SPOT
Through a collaboration agreement with the University of Murcia, we held a workshop together with the creatives Manel Quílez and Rafa Gil in which we generated an idea capable of highlight the problem of the Mar Menor and its solution.
THE FIRST SEA IN THE WORLD WITH ITS OWN SIGNATURE
The creative idea for the spot that was born from the workshop was to look for the signature of the Mar Menor through its currents. To shape it, we looked for the calligrapher Joan Quirós who did the research and subsequent interpretation of the signature.
