注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Toxic Toby

基本信息
行业: 专业与公共服务
媒体:影视
风格: Minimalism
说明cnen
Why is this work relevant for Brand Experience & Activation?

BreezoMeter have this great tool, but not enough people were utilizing it. So, we took their hyperlocal air quality data that exists online and brought it to life where it matters most: outdoors.

We took complicated data associated with air pollution (PM10 30.35 µg/m3) and transformed it into something that was easy to understand, and impossible to ignore.

According to the WHO, there’s 4.2 million deaths every year as a result of air pollution. BreezoMeter felt as leaders in air quality analysis, it’s their duty to make the public aware of the dangers, and improve the air we breathe.

Background

Air pollution is at critical levels in the UK. In London alone, it leads to 9400 premature deaths each year. That’s more fatalities than car accidents. BreezoMeter, a company that monitors air quality, wanted the government to improve pollution laws.

Describe the creative idea (20% of vote)

We re-purposed a typical roadside memorial, symbolic of death, to bring the problem to life. But Toxic Toby is more than just a teddy bear memorial, he’s an environmental lobbyist. Powered by live, hyperlocal air quality data, Toby coughs when pollution is high. The higher the pollution level, the more he coughs. Every cough generated a tweet targeting the local MP, lobbying to improve regulations.

Describe the strategy (20% of vote)

BreezoMeter are a small company with big ambitions. They currently help cities and businesses improve the health and quality of life for millions of people worldwide, by providing the most accurate air quality data. But to truly make a difference they wanted to put pressure on lawmakers to encourage them to update existing air pollution laws which are outdated. And by bringing their hyperlocal, real-time data to life, in a way that was impossible to ignore - we believed government would be compelled to listen.

Describe the execution (30% of vote)

The campaign launched on 21st September 2018, Zero Emissions Day, with Toby debuting on London’s most polluted street – Brixton Road – according to BreezoMeter’s data. Toby was then placed in further pollution blackspots near schools and in high footfall areas, garnered through analysis of BreezoMeter’s data, raising awareness where it was needed most whist lobbying all 73 of London’s MPs as he made his way around the different constituencies. Toby soon became incorporated into school lessons. And before long, other clean air groups, including the World Health Organization, called for Toby to represent them. Toby received worldwide media attention and soon became the international advocate for the issue. Toby went beyond shining a light to actually influencing UK environmental legislation, turning him from a local utility, to the global face of air pollution.

List the results (30% of vote)

- Environment Bill published by UK government
- 100 million news coverage views
- $7.5 million funding secured by BreezoMeter
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 品牌体验与激活
Digital Installations
戛纳国际创意节 2019
入围 品牌体验与激活
Data-enhanced Creativity
戛纳国际创意节 2019
入围 创意数据
Use of Real-time Data
最新更新
加载中...
赞助商