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THE Billboard that Breathes

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.

Minimal Tech maximised

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:

The New Indian Express
Deccan Chronicle 
Times of India
The News Minute

Kerosene Digital

My Times Now 
UC News 
Daily Hunt 
Indian Express 
Times Of India (2nd article)
News 18

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 🙂 

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Razor Sharp Music: Don’t EVER try this at home

Music made with razors?  Got me thinking about all the things that razors don’t (or won’t agree) to do. Things like: making coffee, checking email, or making small talk.

Anyways back to the video. Grey, New York adds one more product to the very long and very tired ‘this product can also create music’ list with this beautiful composition by Son Lux. Here goes: 

More unnecessary innovation? Me thinks Razor Automation is where giants like Gillette should be heading.

I’d love an amazing automated shaver robot that gives me a clean shave while I sleep.

We could call it:

  • Sleep & Slide
  • SleepShaver
  • Snoozeriser
  • ezZzy Shaver™

Imagine the time this would free up for some body-shavers…


Alternatively, they could have razors play music at hair-raising frequencies. So the hair just falls off.

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Dell gets serious about selfies with the Center for Selfie Improvement (CESI)

Tech companies can sometimes have a sense of humour. Or the agency is committed enough to push the ‘not so compelling’  idea through. Whichever, Dell and intel  get the funny. Created by Y&R + VML in the big apple…

Reminds me of another agency gem.  ‘Buyral’ is a nice little self promo by agency John Street in Canada.

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What could happen to British children if war hit the UK

Don’t Panic, this obviously isn’t real. The danger is far far away from the UK, in another timezone, another state of mind.

The London agency (Don’t Panic) has done well with this powerful ‘Save the Children’ video – 32,057,651 views well.

And even though I really like the concept, this is not a new idea, especially for a charity. It’s more on the lines of ‘imagine if this horrible thing happened to someone you love, or you…now donate.’ It works. Always does, unless you hate children…

If only we could end all wars and Think Happy, everyday.

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Coke invents giant drinking face cup to take on social media

In a world devoid of real-world interactions, a giant makes a stand. And I like it. Has a point. Especially since it’s on social media, should we watch it? Should we share it? confused….

Oh sweet elixir of unhealthy consumption, guard us from the scourge of social media so we can focus our thoughts on opening happiness everyday.

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Earth Day Everyday

Give earth a hand is one of my favorite viral videos. Brilliant art direction for a really simple concept.