FOOH campaign for the Ministry of Agriculture

The challenge: To reconnect urban audiences with nature through innovative formats

Spain’s Nature Trails faced the challenge of bringing its vast network of nature trails to a predominantly urban audience, which is often disconnected from the rural environment. The main challenge lay in how to capture the public’s attention in an increasingly saturated digital landscape, overcoming the barriers of traditional institutional communication to create a memorable impact that would spark a genuine interest in exploring the country’s natural heritage.

To achieve this, the Ministry of Agriculture, Fisheries and Food needed a disruptive campaign that would not only inform but also inspire. The strategic objective was to visually and emotionally convey the experience of nature to the most central and urbanised part of Spain, demonstrating in a surprising way that the natural environment is closer than people realise, and reconnecting with new generations of users via social media.

Spain’s Nature Trails

The department within the General State Administration responsible for policies on rural development, environmental sustainability, agriculture and food in Spain.

Culture

FOOH para campaña de redes sociales del Ministerio de Agricultura

The solution: A FOOH that transforms the urban landscape

Marketing

To address this need for communication, we developed an audiovisual piece using Fake Out-Of-Home (FOOH) technology that simulated nature suddenly taking over Madrid’s iconic Puerta del Sol. In the video, a classic wooden Nature Trails sign crashes to the ground, opening a gap from which organic textures, earth and lush vegetation emerge, ultimately transforming the busy urban space into a temporary green oasis.

Technically, we achieved this narrative by integrating 3D animation with live-action footage. We used camera tracking techniques, dynamic lighting adjustments and physics simulation to ensure that the digital elements appeared fully integrated into the environment. Furthermore, we directed live actors during filming in the square to interact naturally with the virtual event, giving the piece the cinematic realism essential to maximise its credibility.

Concepto de FOOH para campaña de redes sociales del Ministerio de Agricultura

Recreation of cracks in the tarmac, earthworks and plant growth
Synchronisation (camera tracking) of the virtual elements at Puerta del Sol
Visual storytelling specifically designed to hold the viewer’s attention in the first few seconds
On-set direction to capture genuine and natural human reactions to the added digital event

Key findings

The launch of the FOOH campaign proved to be a resounding success in terms of viral visibility and engagement. By presenting the organisation’s information in a visually striking and highly shareable format, users acted as amplifiers of the message. The campaign not only captured widespread attention, but also successfully achieved its objective of strengthening the emotional bond between the public and Spain’s natural spaces.

In terms of brand positioning, the project established Nature Trails and the Ministry of Agriculture as pioneering organisations, capable of blending technology, sustainability and culture. The astonishing transformation of the Puerta del Sol demonstrated the tremendous potential of visual effects to modernise public communication, reminding the urban public that nature is within their reach through an unforgettable digital experience.