Laurent Leccia
Creative Director at Fred&Farid New York
New York, United States
TitleMe & City - Polluted lookbook
Agency
Campaign Polluted lookbook
Advertiser Me & City
Brand Me & City
Date of First Broadcast/Publication
Business Sector Apparel, Fashion & Footwear
Story China is the most polluted country in the world. However, everyone seems to be used to it and forgets that pollution leads to serious health issues. ME&CITY, for the launch of its new spring collection, decided to make a statement. Because if a fashion brand alone can’t end pollution, it certainly knows how to grab people’s attention. 
For the 2016 S/S Collection, ME & CITY would like to launch a project that could link the relationship of ME (Consumers) & CITY. To kick start the project, we first hope to probe one of the key issue that is bothering people in the city – air pollution. 
 To make people react on the subject we create an interactive website: The PM2.5 Show We show beautiful scenes (e.g. girl dancing on a rooftop, guy playing piano, couple walking, and a guy biking) but only when there is no pollution. The more your city is polluted, the less you can see in the film. 
Media Type Applications
Length
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Chief Creative Officer
Executive Creative Director
Creative Director
Copywriter
Copywriter
Art Director Alexis Chatain
Art Director
Agency Producer
Digital Agency producer
Producer
Director
Photographer
Photographer Alexis Chatain
Agency supervisor
Agency supervisor
Brand supervisor
Brand supervisor
Brand supervisor

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