McCann London has teamed up with BreezoMeter’s air quality data experts to raise awareness around London’s silent killer – it’s toxic air – by placing a roadside memorial in the capital’s pollution blackspots to highlight the startling 9,400 premature deaths associated with this public health issue.
The bear, called Toxic Toby, was 3D printed, and animatronics make it possible for it to turn its head from side to side and cough. Air quality data from BreezoMeter, a company that monitors hyperlocal pollution in real time, triggers each cough. As the bear coughs, it also tweets at local politicians urging them to take action to reduce pollution.