TOXIC TOBY CLEAN AIR BEAR
Title | TOXIC TOBY CLEAN AIR BEAR |
Brand | BREEZOMETER |
Product/Service | BREEZOMETER |
Category |
A05. Health & Wellness Tech |
Entrant
|
McCANN LONDON, UNITED KINGDOM
|
Idea Creation
|
McCANN LONDON, UNITED KINGDOM
|
Media Placement
|
McCANN LONDON, UNITED KINGDOM
|
PR
|
McCANN LONDON, UNITED KINGDOM
|
Production
|
CRAFT LONDON, UNITED KINGDOM
|
Credits
Rob Doubal |
McCann London |
Co-President and Chief Creative Officer |
Laurence Thomson |
McCann London |
Co-President and Chief Creative Officer |
Sanjiv Mistry |
McCann London |
Executive Creative Director |
Jamie Mietz |
McCann London |
Executive Creative Director |
James Crosby |
McCann London |
Copywriter |
William Cottam |
McCann London |
Art Director |
Elizabeth Bernstein |
McCann London |
Head of New Business |
Rohin Lalli |
McCann London |
Senior Account Manager |
Nick Kavanagh |
McCann London |
Comms Strategy Partner |
Katya Escala |
McCann London |
Communications Director |
Sergio Lopez |
Craft/McCann |
Chief Production Officer EMEA |
Zara Balfour |
Craft/McCann |
Executive Producer |
Duncan Groves |
Craft/McCann |
Agency Producer |
Nicholas Mugridge |
Craft/McCann |
Business Affairs |
Chris Groves |
Craft/McCann |
Music Supervisor |
Ben Twiston-Davis |
Craft/McCann |
Director |
Adam Beasley |
Craft/McCann |
Editor |
Giselle Hall |
Craft/McCann |
Editor |
Tara Henderson |
McCann London |
Planner |
Paul Gillespie |
McCann London |
Project Manager |
David Smith |
MRM/McCann |
Business Director |
Alex Hegarty |
MRM/McCann |
Senior Interface Developer |
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including
In addition to general truth-in-advertising laws, marketing of healthcare products and services can fall under a variety of laws, regulations and enforcement agencies, depending upon the ad's claims or the product or service being marketed. Medical professionals and drug makers have special advertising rules to follow.
Describe the target audience and why your work is relevant to them.
Pharma audience types:
Contributing to 40 times as many deaths than road traffic accidents, air pollution in London is at breaking point and has been dubbed the invisible killer. Our client, BreezoMeter, have made it their mission to combat this by collecting and publishing real-time, location-based air quality data.
Write a short summary of what happens in the ambient execution or campaign.
BreezoMeter provide real-time, location-based air quality data; but often data can be cold, emotionless and lack a physical presence. So we gave pollution data a face. A furry face taking the shape of a teddy bear named Toxic Toby. He is part roadside memorial, part neighbourhood utility, and connected to real-air quality data from BreezoMeter. When pollution reaches harmful levels, Toxic Toby is triggered to raise his paw to his mouth and start cough, alerting the public to the immediate dangers around them. Simultaneously, an automated Tweet is sent out to local MPs alerting them to the issue and pushing them to act.