Source: EthicalMarketingNews
Ogilvy Italy, in partnership with Urban Vision created the Ad/sorbent Campaign and replaced the wrapping of 4 grand spaces in Milan, Rome and London with The Breath® technology – a ground-breaking material hailed by medical experts for its ability to absorb harmful airborne molecules and disperse cleaner air.
The result was, in 15 days the wrapping absorbed the pollution from over 67,000 cars.
Ogilvy Italy has created the above ad as a way to highlight the success of the initial phase of the Breath in 3 European cities. Also great news is that Urban Vision now looks to replace all of its wrapping with the Breath by 2018, which will be the equivalent of cleaning up from 14,000,000 cars a year.
„The Breath“ was created by a team of leading Italian researchers and has been rolled out across several European cities, including Rome and Milan, over the last three years.
The material uses a series of nano-molecules and the local atmosphere’s natural air flow to remove harmful pollutants such as nitrous oxides, sulphur oxides and particulates.
The Breath’s Italian inventors claim that once the material is installed it can absorb high concentrations of air pollution within a 25-metre area.
By installing 250 sq/m of the material over a one-year period, The Breath’s inventors say its impact on the environment is the equivalent of removing pollution from over 750,000 unleaded vehicles and 300,000 diesel cars.
