linza agency's Res.Pirator Turns Air Pollution into a Fashion Statement

In the fall of 2019 acrid smog appeared in Kyiv. According to SafeEcoBot, the level of air pollution reached 180 units, while the norm is 0-50 units.

So linza agency decided to create a promotional video in the style of a mockumentary.

“We, as a team, immediately set about the implementation! SafeEcoBot says that such pollution is evident in Kyiv every year. It's just that this year we finally started measuring it. At such rates, fashion brands will think about starting to produce lines of gas masks and respirators, because they will become our urban everyday life. There will be new companies like Res.Pirator (yes, it's made up) that will position air pollution as the new fashionable reality. I don't want that”, said Les Yakymchuk, project director, CEO and creative lead, linza agency.

The ad went viral and reached more than 20,000 viewers. It caused a resonance and forced the Kyiv City Administration to pay more attention to the ecological condition of the city's air.