| Titolo | Toxic Toby (135s) |
| Brief | Car accidents are not the biggest killer on UK roads. Air pollution is; leading to 9400 premature deaths each year in London alone. BreezoMeter, a company that monitors air quality, wanted to use their hyperlocal, real-time data to shine a light on how deadly this pollution is and raise awareness of their brand publicly and with investors.We re-purposed the typical roadside memorial of a teddy bear, symbolic of death, to bring the pollution problem to life. But Toxic Toby is more than just a teddy bear memorial, he’s an AV warning system and environmental lobbyist. Powered by live, hyperlocal air quality data, Toby coughed when pollution was high. The higher the pollution level, the more he coughed. Every cough generated a tweet directly targeting the local MP, lobbying to improve regulations.He succeeded in visualising an issue known as ‘the silent killer’ and became not only the representative symbol of the air pollution crisis but a vital educational tool for younger generations. |
| Agenzia | McCann London |
| Campagna | Toxic Toby |
| Cliente | Breezometer |
| Marca | Breezometer |
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| Posted | Dicembre 2019 |
| Settore | Solo abbonati |
| Trama | Solo abbonati |
| Tipo di Media | Case Study |
| Agency | M...nn L...on Solo abbonati |
| Production Company | Cra......ann Solo abbonati |
| CCO, McCann UK, and Co-President | ..b D...al Solo abbonati |
| CCO, McCann UK, and Co-President | La....ce T....on Solo abbonati |
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| Executive Creative Director | J...e M...z Solo abbonati |
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| Chief Production Officer EMEA | S...io L...z Solo abbonati |
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