Ogilvy Italy Unveil Pollution-Absorbing Billboards

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How do you make 67,612 cars disappear from across Europe? Elaborate system of smoke and mirrors? Continent-sized concealed trapdoor? No. You create Ad/sorbent, billboards by Urban Vision that use a pollution-absorbing fabric, converting the emissions of over 60 thousand vehicles.

For the campaign, created by Ogilvy Italy for Urban Vision, a fund-raising body for restorations, they made ads out of The Breath, an innovative fabric that captures and absorbs air pollution. They then put these ads over building being renovated in 3 of Europe's most polluted cities; London, Milan and Rome.

The Milan and Rome ad, pictured above, says 'This advertisement does not sell cars. It makes 409,704 in one year' (379,050 on the Rome billboard), while the London one went for the punnier 'air pollutiOFF'.

Following the international coverage this campaign raised, the company has pledged to use The Breath for all of their ads starting from 2018.

Click here to see another ad finding creative solutions for pollution.