Chinese Air Purifier Company Projects Images of Crying Babies Onto Thick Factory-Emitted Smog
“Breathe Again” is a powerful ad campaign for the Chinese air purification company Xiao Zhu where images of crying babies were projected onto the thick, stifling smog emitted by local factories. While the company may have had advertising as their primary agenda, it didn’t minimize the impact of the message of the actual harm being done to the Chinese people.
Xiao Zhu wanted to stand out in a market that was almost as congested as the air.A market where half a million people, mostly children, have died due to air pollution related illnesses.So we decided to put a spotlight on air pollution’s biggest culprits – the factories – by using the actual pollution from the factories as a medium.People took notice, and the word spread.
Lori Dorn
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