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.