Title	AIR BUBBLE
Brand	OTRIVIN
Product/Service	OTRIVIN
Category	B01. Brand-led Education & Awareness
Entrant	SAATCHI & SAATCHI London, UNITED KINGDOM
Idea Creation	SAATCHI & SAATCHI London, UNITED KINGDOM
Media Placement	PLATFORMGSK London, UNITED KINGDOM
PR	MSL London, UNITED KINGDOM
Production	ECOLOGICSTUDIO London, UNITED KINGDOM
Production 2	PAPAYA FILMS Warsaw, POLAND

Name	Company	Position
Guillermo Vega	Saatchi & Saatchi	Chief Creative Officer
Lauren Dyer	Saatchi & Saatchi	Creative Director
Fabiano Gomes	Saatchi & Saatchi	Art Director
Katy Stanage	Saatchi & Saatchi	Copywriter
Emily Downing	Saatchi & Saatchi	Art Director
Olivia Weston	Saatchi& Saatchi	Copywriter
Miri Menendez	Saatchi & Saatchi	Designer
Mathieu Abet	Saatchi & Saatchi	Planner
Clare Shaw	Saatchi & Saatchi	Business Leader
Isaac Hickinbottom	Saatchi & Saatchi	Account Director
Zara Hutchins	Saatchi & Saatchi	Account Director
Fritha Dickie	Saatchi & Saatchi	Agency Producer
Emma Whiting	Saatchi & Saatchi	Creative Producer
Tomasz Knittel	Papaya Films	Director
Agnieszka Mucha	Papaya Films	Producer

Why is this work relevant for Brand Experience & Activation?

The Otrivin AirBubble is the world’s first air purifying playground – located in Poland, one of the most polluted places in Europe. It is a real world brand experience designed to highlight the impact of air pollution and remind people that Otrivin exists to help people breathe better. The Otrivin AirBubble was open to all for 6 months and received over 50K children to date.

Background

Our brief was to highlight the impact of air pollution in order to remind people that Otrivin exists to help people breathe better. Pollution is one of the most pressing issues facing the world today. What’s more, children are more heavily impacted as they are more susceptible to air pollutants. With WHO research showing that 93% of the world’s children play in harmful levels of pollution, we set out to create a brand experience and activation that: 1. Provides an interactive place for children to play and breathe clean 2. Inspires our wider audience with Otrivin’s dedication to finding ways to help people breathe better

Describe the creative idea (20% of vote)

We went to one of Europe's most polluted cities and built the world’s first air purifying playground. We combined architecture, biotechnology and science to create the Otrivin AirBubble. An installation designed to purify the air through play. The AirBubble contains 52 bioreactors, each containing 10 liters of microalgae that filter and re-metabolize pollution particles and carbon dioxide. As children play, the more air they pump through the microalgae and clean oxygen is released. The more they play, the better they can breathe.

Describe the strategy (20% of vote)

Our approach was three-pronged. First, we sparked the conversation about air pollution. We partnered with one of the world's youngest climate activists to highlight that breathing itself had become a struggle. We used her words to demand change through PR, digital and social channels. Second, we introduced the AirBubble to highlight Otrivin's commitment to finding ways to help people breathe cleaner. Short digital and social video introduced the AirBubble and the science behind it. We used PR and influencers to turn it into a destination, welcoming over 50K children. We capitalised on the momentum by turning the AirBubble into an exhibition at the Copernicus Science Centre. There, people could learn more about the science around cleaning polluted air. Third, we educated people on nasal health. We used digital deployed practical tips on reducing exposure to air pollution and provided people with the tools to measure the air quality near them.

Describe the execution (30% of vote)

We partnered with architecture and innovation firm ecoLogicStudio to create the world’s first air purifying bio-technological playground. The result is the Otrivin AirBubble, a unique architecture that integrates 52 cylinders of algae and that through photosynthesis filtrates the pollutants in the air and releases oxygen. As well as by photosynthesis, the air purification is also powered by the children themselves. Their activity within the bubble helps circulate the air through the algae. The more they play, the better it cleans. The Otrivin AirBubble was open to all for six months, including visitors of the world-famous Copernicus Science Centre in Warsaw.

List the results (30% of vote)

80% particulate matter pollutant reduction over 15 weeks. 50,000 total playground visits. Over 41 million impressions. 80% reported they would change their behaviour around air pollution. 1200+ pieces of media coverage.