Spain is drying up. With 75% of the country at risk of desertification, water scarcity is no longer a distant threat — it’s a looming reality. But how do you make everyday people feel the urgency of a crisis they can’t yet see?

We reimagined one of Madrid’s most beloved traditions: San Isidro, the festivity that honors the patron saint of water. In San Isidro 2030, water is no longer part of the celebration—because there’s no water left to spare.

Under the line “Not even San Isidro can save us from this drought,” the campaign invites people to rethink what the future could look like if we don’t act now.