Ogilvy Italy create an ‘ambient outdoor activation’ for Urban Vision that absorbs pollution.
How do you make 67,612 cars disappear from across Europe? Elaborate system of smoke and mirrors? Continent-sized concealed trapdoor? No. You create Ad/sorbent, billboards by Urban Vision that use a pollution-absorbing fabric, converting the emissions of over 60 thousand vehicles.
For the campaign, created by Ogilvy Italy for Urban Vision, a fund-raising body for restorations, they made ads out of The Breath, an innovative fabric that captures and absorbs air pollution.