Drougthland.
A fictional country built to make drought impossible to ignore. Creative & visual direction for a United Nations campaign deployed across languages, continents, and climate conferences.
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Challenge
(01)
A campaign that needed a world to live in
UNCCD needed to generate global awareness about drought and the World Desertification and Drought Day — but conventional awareness campaigns about environmental topics struggle to cut through. Fear and data rarely change behavior or generate genuine engagement. The real problem was not visibility — it was finding a way to make people care about something that feels distant until it isn't.
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Solution
(02)
A world where drought has won — vivid enough to make you act.
The creative idea was to build Droughtland from the inside out — not as a warning, but as a destination. A waterless water park. A rainless forest. A brewery called Thirsty. A restaurant named Dry Delights. Places rendered with enough visual conviction and irony that they felt real, even as they exposed the absurdity of a world without water. The decision to use mockups — treating each scenario as if it truly existed — was deliberate: not to make drought feel attractive, but to make it feel close enough to care about, without triggering the anxiety that shuts people down.
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Conclusion
(03)
From a fictional country to real institutional impact
The campaign launched at COP15 in Abidjan with a commissioned mural, expanded through COP27 in Egypt and NYC Climate Week, and was deployed across formats and multiple languages worldwide. In Madrid, Droughtland came to life physically — a tourism booth next to the Reina Sofía museum, a pop-up of Dry Delights restaurant with MITECO and the Basque Culinary Center, and a conference at Casa Árabe with international policymakers.
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