TitleToxic Toby (135s)
BriefCar 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.
Agency
Campaign Toxic Toby
Advertiser Breezometer
Brand Breezometer

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PostedDecember 2019
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
Agency M...nn L...on Subscribers Only
Production Company Cra......ann Subscribers Only
CCO, McCann UK, and Co-President ..b D...al Subscribers Only
CCO, McCann UK, and Co-President La....ce T....on Subscribers Only
Executive Creative Director S...iv M...ry Subscribers Only
Executive Creative Director J...e M...z Subscribers Only
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Head of New Business El.....th Be.....in Subscribers Only
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Business Affairs Ni....as Mu....ge Subscribers Only
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