|Brief||Car 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.|
|Sector Empresarial||Electrónica doméstica y audiovisual|
|Sinopsis||McCann London has teamed up with BreezoMeter’s air quality data experts to raise awareness around London’s “silent killer” – it’s toxic air - by placing a roadside memorial in the capital’s pollution blackspots to highlight the startling 9,400 premature deaths associated with this public health issue.|
|Miembro del equipo creativo||James Crosby|
|Miembro del equipo creativo||William Cottam|
|President & Chief Creative Officer||Rob Doubal|
|Director ejecutivo de creación||Sanjiv Mistry|
|President & Chief Creative Officer||Laurence Thomson|
|Director ejecutivo de creación||Jamie Mietz|
|Responsable de conceptos / redactor||James Crosby|
|Director artístico||William Cottam|
|Head of Business Development||Elizabeth Bernstein|
|Senior Account Manager||Rohin Lalli|
|Comms Strategy Partner||Nick Kavanagh|
|Communications Director||Katya Escala|
|Chief Production Officer||Sergio Lopez|
|Productor ejecutivo||Zara Balfour|
|Productor de la agencia||Duncan Groves|
|Business Affairs||Nicholas Mugridge|
|Music Supervision||Chris Graves|
|Sound Engineer||Giselle Hall|
|Planning Team||Tara Henderson|
|Director de proyectos||Paul Gillespie|
|Business Director||David Smith|
|Senior Interface Developer||Alex Hegarty|
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