Project

ILP Mar Menor

Client ILP Mar Menor

IDEA

The 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. Currently it is 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 system of legal protection.

THE FIRST SEA
TO HAVE ITS
OWN SIGNATURE

Through a collaboration agreement with the University of Murcia, we hosted a workshop together with the creatives Manel Quílez and Rafa Gil, in which together with advertising students from the university, we generated an idea capable of highlighting the problem of the Mar Menor and showing its solution.

The resulting idea for the spot was to search for the signature of the Mar Menor itself through its currents. To shape this idea we have the calligrapher Joan Quirós, who investigated the currents of the sea and interpreted them in a signature.

DESIGN TO THE RESCUE

The project has had the collaboration of more than 50 creatives who have worked pro bono for the campaign, the web, the spot and social networks.

Project management:
Rubio & del Amo

Brand Design:
Guillermo Rubio

Graphic and web design:
Guillermo Rubio and Julián Garnés

Typographic adjustments:
José Luis Beltrán

Editorial Design:
Roberto Navarro

Animations:
Gallut

Programming:
Wow!

Printing:
Imnova

Creative Direction:
Rafa Gil, Manel Quílez, Guillermo Rubio and Julián Garnés

Screenplay:
Celia Ponce Luna, Himera Sánchez Villatoro, José Manuel Bermúdez Fernández, Alicia Sánchez Gutiérrez, Rafa Gil and Julián Garnés

Institutional support:
Faculty of Communication and Faculty of Biology of the University of Murcia

Art Direction:
Guillermo Rubio and Julián Garnés

Graphic design:
Manel Quilez

Calligraphy:
Joan Quirós

Production:
Baikal

Direction:
Jesus Ropero

Photo direction and color grading:
Raúl Soriano (MisterEstudio)

Camera assistant and lights:
Juan José Hervás

Sound post-production:
Fernando Cano (The Man Who Listens)

Still photo:
Julián Garnés

Photography:
Aita Salinas, Alex Lafuente, Alicia Molina, Andrea Glez, Isabel Meca, Julieta Varela, The Red Camera, Leafhopper, María Caparrós, Nestor Lisón, Sergio Legaz, Various Small Fires (Gustavo Alemán, Agus Bres, Amelia García).