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Air pollution is at critical levels in the UK. In London alone, it leads to 9400 premature deaths each year. That’s more fatalities than car accidents. 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. So, we re-purposed a typical roadside memorial, symbolic of death, to bring the problem to life. But Toxic Toby is more than just a teddy bear memorial, he’s an audio-visual warning system and environmental lobbyist. Powered by live, location-based air quality data, Toby coughs when pollution is high. The higher the pollution level, the more he coughs. Every cough generated a tweet lobbying the local MP to improve regulations. 

Advertising Agency:McCann, London, United Kingdom
Chief Creative Officers:Laurence Thomson, Rob Doubal
Creatives:James Crosby, Will Cottam
Account Director:Christos Cardovillis
Account Manager:Rohin Lalli
Project Manager:Paul Gillespie
Communications Director:Katya Escala
Producer:Duncan Groves
Film Director:Ben Twiston-Davies
Editor:Adam Beasley
Comms Planner:Nick Kavanagh
Junior Planner:Tara Henderson
Sound Design:Jungle and CRAFT
Designers:Dan Howarth, Nazima Motegheria, Harold Perrin
Type Designers:Dalton Maag
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