As a part of its annual Earth Day campaign, National Geographic created Mission Blue in the year  2017. Several initiatives were undertaken to promote the campaign that aimed at spreading awareness about the looming water crisis and the consequences of what will happen if we don't act (blue) now!

For its print launch, we created a textured full-page ad that resembled parched Earth. To amplify the effect, we created news around water wars and Mars missions for water in the future - this gave our readers a dystopian view of our dark, non-blue upcoming world.