Hector LosaCREATIVE DIRECTOR / ART DIRECTOR

Cuentagotas Save Lola the Turtle

Role
Concept Art Direction

In 2010, we turned water conservation in Spain into an online rescue. We made people believe a giant Galapagos tortoise was trapped in a building-sized aquarium with a falling water level. A 24-hour livestream let viewers follow the rescue and help save Lola by answering questions about saving water.

Cuentagotas — Save Lola the Turtle campaign cover

Case study

Cuentagotas — Save Lola the Turtle — Case Study — video cover

A live rescue

On savelolatheturtle.com, a 24-hour feed asked visitors to answer questions about saving water. Every correct response helped restore the level, so small acts of knowledge became visible collective progress.

Lola’s giant aquarium billboard above a city street
Animated view of the giant aquarium installation
Lola moving inside the aquarium billboard
Aquarium billboard viewed from the street
Aquarium billboard at dusk
Aquarium billboard illuminated at night

It was all a trick

The giant street aquarium did not exist. The animal was filmed in a small studio tank, then combined with city footage to create the illusion.

Filming the building used for the aquarium illusion
Preparing the camera and shot plan
Camera crew filming the street
Preparing the small turtle for filming
The crew working with the turtle in the studio
The aquarium and studio lighting
Filming Lola’s aquarium in the studio
A crew member holding the turtle beside the aquarium

Credits

Agency
Ruiz Nicoli Lineas

Recognition

Cannes Lions 2010

  • Media / Best Use of Online Advertising, Shortlist
  • Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media, Shortlist