The briefing and its objectives were very clear:

- Stand out in an environment saturated with messages. Despite knowing that society is "immune," messages about climate change continue to flood in. It's no longer solely the domain of NGOs; brands, politicians, celebrities... all speak about it. Tackling such a well-worn topic, a narrative so overused, was not easy.

- Raise awareness for Greenpeace by alerting about the disappearance of transition seasons: spring and autumn.

The population has become immune to climate awareness campaigns, so we chose not to create just another one. Our idea for Greenpeace involved intervening in Spain's most famous advertising campaign, which has been heralding the arrival of spring every March 20th since 1960 with its iconic slogan "It's springtime at El Corte Inglés." This campaign, featuring different celebrities each year, is eagerly anticipated by the public.

With just one word, we changed this message to issue an urgent call to political leaders and society: "It's never spring."

The reality is spring is receding due to rising temperatures in recent years. The data is alarming; since the 1980s, summer has gained 5 weeks over spring.

The challenge of this campaign was to reach the entire population because there was no doubt that the issue interested everyone. What we realized is that we have talked so much about climate change that talking about climate change itself is already exhausting for most people. There's a kind of immunization against this issue that is desensitizing society and causing many messages to go completely unnoticed.

That's why our strategy was to stop creating an advertising discourse about the loss of spring and take action instead. We had to find something in popular culture that would awaken society from its lethargy. It was decided to maintain Greenpeace's activist tone to, through "peaceful and brave direct action," hack an iconic banner in the heart of Madrid that had been welcoming spring for the past 70 years.

We chose one of Madrid's most iconic El Corte Inglés stores, located at Nuevos Ministerios, strategically positioning our message in the heart of the financial district on World Meteorological Day, just a few meters away from the climate summit taking place in Madrid. Because we knew that what we were saying was important, but so was how we said it.

We hacked one of our country's most iconic campaigns to sound the alarm. We created a banner with just two words, "YA NUNCA" (Never Again), alongside the Greenpeace logo, and covered the "YA" (Already) of the legendary slogan "Ya es primavera" (It's springtime) with our banner, resulting in a striking message: "Ya nunca es primavera" (It's never spring).

We hung the banner over 25 meters high to raise the alarm and capture the attention of the public, the media, and political leaders.

- Representing 75.8% of the conversation on Twitter on the campaign launch day (2.2K mentions) and with over 65 press appearances.

- Achieving awareness levels that surpassed all our previous data, with 2.9K mentions, an estimated reach of 1.3M, and 15.5K social interactions.

- Political figures echoing the campaign, expanding its reach.

- Estimated economic value of €994,231 (Ad Value).

- A total of 146,152,014 (OTS) impacts and a billboard display reaching 17,728,078 (AMD) people.

- Additionally, a 94% positive sentiment about the campaign.