In Belgrade, 'Lungs of the City' Show How Polluted the City is
McCann OOH Promotes the Fresh Air of a Nearby Mountain Resort
Aug 16, 2013
McCann in Serbia promotes the fresh, clear air of the MK Mountain Resort Kopaonik by showing the citizens of Serbian capital Belgrade the nasty air they're breathing at home. The agency created a simple OOH billboard with lungs made of cotton on the city's streets. Over 10 days, the lungs went from white to grey, because of the dust and air pollution. On the last day of the campaign, a message was added, encouraging people to take a deep breath and head to the mountains.