Prado × WWF
The Prado Museum and WWF teamed up to communicate the 1.5°C climate limit in a way that would actually move people. 400-year-old masterpieces were reimagined to show what they'd look like in a warming world — brought to life across an interactive landing page, social chatbots, and a webinar series that reached 14M people organically.
The challenge
Make climate change feel personal, not distant
In 2019, climate scientists set 1.5°C as the new global warming limit. The Prado Museum teamed up with WWF to tell this story creatively — but the challenge was turning an abstract scientific threshold into something that resonated emotionally with a broad public audience.
They needed a campaign that would earn attention without paid media, and convert it into real action — more sponsors, more awareness, more behavioral change.
The solution
Show what the world already loves — destroyed
Asya Ershova — our Social Media Strategist — took iconic Prado masterpieces and digitally transformed them: flooded landscapes, missing animals, droughts and relentless storms replacing what was once painted. The concept landed hard because it made climate change visible using art people already had an emotional connection to.
The idea was then brought to life across multiple channels — from an interactive landing page to social media chatbots with characters from the paintings guiding users through sustainable choices.
Campaign highlights
Full content ownership: research recap, interactive painting sliders showing before/after climate impact, interviews with climate scientists, and a condensed version of the scientific study.
End-to-end content development for both the Prado Museum and WWF social channels — coordinated content calendars, community management, and platform-native formats.
Scripted chatbots where characters from the Prado masterpieces gave users personalized tips on living more sustainably — a shareable, engaging experience native to social platforms.
Historians and art experts discussed how climate changed through the centuries and how people perceived the world in the eras those paintings were made — adding cultural depth to the campaign.
Results
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