Ogilvy and Urban Vision Tackle London's Air Pollution with Revolutionary Fabric

Can advertising contribute to solving the problem of urban pollution?

Ogilvy Italy and Urban Vision (a leader in sponsored restorations) will wrap the façade of a Leicester Square Building in the ground-breaking fabric The Breath, to demonstrate its effect on the environment and highlight the issue of air pollution in London. Hailed by medical experts for its ability to absorb harmful airborne molecules and disperse cleaner air, the fabric will showcase its ability to tackle London’s pollution crisis. 

Placed on scaffolding, restoration work sites or urban redevelopment works, this fabric developed by Anemotech exploits the natural circulation of air to significantly reduce the particle pollution present in the atmosphere. The ongoing project based in Leicester Square will demonstrate the power of The Breath. 

Last week, a new study commissioned by Sadiq Khan, the Mayor of London, found that tens of thousands of children in 802 of London's schools are exposed to illegal levels of air pollution that can damage their health permanently. Similarly, a leading study conducted by Kings College London for Transport for London and the Greater London Authority, found that in 2010 dirty air contributed towards up to 9,500 deaths in London. The same study estimated the annual economic cost of these health impacts was equivalent to £3.7 billion.

Gianluca De Marchi, Chairman of Urban Vision, commented: “I am really excited about Urban Vision’s new partnership with Anemotech. Leading experts and politicians all agree that more needs to be done to tackle the scourge of air pollution. This will inevitably include the use of innovative green technologies such as ‘The Breath’. Urban Vision has a strong reputation for its attention to cultural and historical beauty in some of the world’s most important cities. But today we can say that our work also contributes to improving the environment and protecting people’s health from the harmful effects of air pollution."

Giuseppe Mastromatteo, Chief Creative Officer of Ogilvy Italy, said: “To understand what ‘impulses’ must be stimulating to make citizens reflect on this issue, we have chosen a campaign with a strong emotional impact, that for once, is not aimed at selling, but rather contributing to reducing environmental impact."

Gianmarco Cammi, Chief Operating Officer of Anemotech: “Considering that 10 square meters of The Breath are sufficient to absorb an average quantity of pollution equal to that of 13,000 diesel cars and 30,400 petrol cars, how much could pollution be reduced if all of the installations managed in a year by Urban Vision were printed on this special fabric?”