Desert Cowboys/ Skoda WW

In 2015, Škoda committed to tackle the problem of isolation launching the Cannes Lions award-winning “70 Guardians of Winter” campaign, a project that helped Škoda save Spanish village Valdelinares from being abandoned. In July 2017, Škoda comes back with a second initiative to keep fighting isolation with “The Desert Cowboys” campaign. The Tabernas Desert in Almería played a major role in the development of the western industry. Many of the most iconic spaghetti westerns were filmed there, including “The Good, the Bad and the Ugly”, “A Fistful of Dollars” and “Once Upon a Time in the West”, which catapulted Clint Eastwood and director Sergio Leone to fame. However, after this glorious past, the villages in the Tabernas Desert have suffered from unemployment and poor transport conditions, leading to huge demographic implications for the area, like an ageing population.