We created a website that showed a 24-hour live video - an aquarium stuck to a billboard with a huge turtle living inside. The level of water was constantly lowering, and the citizens were the ones who could avoid it by answering correctly questions about water awareness and different ways of saving water. The best part? It was all a hoax.

The turtle wasn’t a huge Galapagos turtle but rather a tuned up tiny turtle. The aquarium was really inside a studio, not in the street. And the aquarium billboard that everybody wondered where it was, in reality was an optical illusion.

More than 3 million people answered the questions correctly for an entire month through our web www.savelolatheturtle.com and became aware of the water shortage we had. The dams were at an average level of 52% before the web came out. Thanks to the change of behaviour of all of us, the levels of dams and lakes went up 30%. Today the dams in Madrid, for example, are fuller than ever - up to an average level of 82%. There was an increase in water savings of 14%.