Every once in a while a brief that really inspires comes along. This one was a breath of fresh air. Time-coded fans to suck in air, an Air Quality Monitor, Real time display, loads of metal, mesh, pristine white hepa filters, and finally a compelling message.
This billboard was more an urban intervention meets brand activation meets experiential marketing.
Fun Fact: While it was one of the littlest billboards around the city, (we did make the Abbys Goafest 2018 shortlist…OOH), the real kicker here (read win) was that well-over 2 and a half million people saw this creative output. Not bots…or counting the eyeballs on-site. With the budgets we had when we made it, every single reaction on digital was organic. The good stuff. Happy to see millions of people care. Humanity…we still have faith in you.
The making of ‘THE Billboard that Breathes’ was fun. Artist, Coders, THE Workshop team, Art, copy, welders, things moved swiftly at THE Workshop. On-ground it was tougher to get the billboard up than we anticipated. Plus we didn’t have a budget for a crane. People power!
Long story short. We made an explainer video VO, edit, et all. Somehow, Brut made a better one. We like the brut video. Peppy stuff.
Here’s the FB post that went viral: Love it when people comment, there were over 1500 concerned people. And thousands and thousands of shares. Whoopiee! Job done.
This is what we made.
The media did catch wind of this. Press mentions always make THE work feel a tad bit more rewarding. Here’s what they had to say:
Times Of India (2nd article)
Bangalore is just the start. India needed this installation. A movement has begun.
Part II : The Evidence reaches the right people.People who can change things.
Clean air –– THE people are fighting for you 🙂