In an effort to draw visitors to the MK Mountain Resort in Serbia, a campaign entitled 'Cotton Lungs' was launched. The resort placed a pair of giant cotton lungs on a polluted street to demonstrate how polluted Belgrade is.
As days passed, the lung got more and more dirty. The billboard was eventually replaced with a pair of clean lungs that had an accompanying sign encouraging people to visit the resort. The sign read "Take a deep breath. MK Mountain Resort Kopaonik." Since the MK Mountain Resort is located far away from urban areas, it's the perfect place to get some clean air.
The quirky billboard was conceived and executed by ad agency McCann for MK Mountain Resort. As a result of the campaign, the resort received ample PR buzz and media coverage.
What's Driving This Trend
- Visual Demonstrations
- Creating visual demonstrations to depict the effects of environmental issues.
- Public Awareness Campaigns
- Using creative campaigns to raise public awareness about specific topics.
- Clean Air Initiatives
- Promoting and highlighting locations with clean air as a selling point.
Who This Affects Most
- Advertising
- Opportunity to create innovative campaigns that capture attention and generate buzz.
- Tourism
- Leveraging the appeal of clean air and natural environments to attract visitors.
- Environmental Activism
- Utilizing visual demonstrations to bring attention to pollution and advocate for change.
