For the new Municipal Plan of Urban Cleaning of Madrid City Council the creative agency Viernes developed a project of consulting, creative direction and art direction aimed to achieve a change of perception on the public property as well as a change of habits aimed to promote a more clean and liveable city.
Part of this campaign consists of a series of copy and illustration pieces with a iconographic approach placed on billboards, signage and bus panels encouraging the public to think about their environment and the small actions they can do to keep the city clean.