This summer, the partnership between Paradores and the Oceanogràfic Foundation in Valencia is shifting its focus to illuminate, in a direct and visual way, how global warming affects both our oceans and the poles. The new campaign, ‘The New Warm Times’, expands upon our well-known message “The sea begins here”, taking it a step further: what happens anywhere on the planet ripples out to the seas… and to the poles.
The centrepiece of the campaign is a heart-shaped iceberg, inspired by the mural ‘The Heartbeat of the Ocean’ created by the artistic duo CacheteJack. This simple yet powerful symbol shows how the planet’s ‘heart’ is quickening due to global warming. During the creative process, the artists visited the Oceanogràfic, working closely with the biology and education teams to translate this scientific reality into a visual language accessible to everyone.
This collaboration also gave rise to the illustrations in ‘CacheteKids’, a colouring book that uses humour and tenderness to raise awareness among young children about the state of our oceans—featuring turtles having their temperatures taken, penguins packing their bags, and fish trapped in debris.
From this summer onwards, the new campaign poster will be displayed in all our establishments, accompanied by a brief explanatory text and a QR code. By scanning it, guests can access awareness-raising content and download the illustrated booklet to colour in. It is a seamless way to share this vital message with families and anyone seeking to better understand the impact of their daily choices.
The campaign aligns naturally with Paradores’ core values: care, balance, and shared responsibility. Each establishment beats within its surroundings like a small heart, driving life, culture, and environmental consciousness forward. And this summer, that heartbeat is visible on every poster, inviting you to pause for a moment, observe, and remember that protecting the oceans (and the poles) starts right here, with every everyday action.
