# Respirating Lung Billboards The 'Cotton Lungs' Campaign Demonstrates the Effects of Pollution By Alexander Lam | Published 2013-08-16 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/cotton-lungs References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/08/mk-mountain-resort-cotton-lungs/) & [mkresort](http://mkresort.com/index_en) 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](https://www.trendhunter.com/trends/give-a-breath-5k) 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](https://www.trendhunter.com/trends/3d-billboards) 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](https://www.trendhunter.com/trends/dreamies-treats) 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. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 42% | Activity: 74% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### 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. ## Related on Trend Hunter - [Lung Cancer-Awareness Campaigns](https://www.trendhunter.com/trends/marie-keating.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [AI Sun Care Billboards](https://www.trendhunter.com/trends/burnable-billboard.md) - [Algae-Powered Metal Lung Concepts](https://www.trendhunter.com/trends/super-lung.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Syringe-Based Billboards](https://www.trendhunter.com/trends/injectable-billboard.md) - [Dusty Advertising Campaigns](https://www.trendhunter.com/trends/kfc-spain.md) - [Charitable Live-Marketing Campaigns](https://www.trendhunter.com/trends/living-billboards.md) - [Interactive Garment Billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood.md)