TOXIC TOBY CLEAN AIR BEAR

TitleTOXIC TOBY CLEAN AIR BEAR
BrandBREEZOMETER
Category A05. Health & Wellness Tech
Product/ServiceBREEZOMETER
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
Name Company Position
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.