Turning Pollution into Purpose with Air Ink
Fear-Driven Insight: Harnessing Fear for Change
Our primary challenge was to identify a fresh perspective that would prompt people to reevaluate pollution's impact. Through engagement with our target audience, we discovered that people feared for the things they cherished more than themselves.
Using Problem as the Solution
On World Environment Day, our campaign took flight, featuring four influential figures, each passionate about eco-conscious living. These individuals shared their deepest fears regarding the environment. As they concluded, we presented them with sketches depicting their fears, but these artworks held a unique secret: they were created using Air Ink, the world's first ink derived from air pollution exhaust. Air Ink served as both a stark reminder of pollution's effects on various aspects of life and a beacon of hope, empowering individuals to #FilterTheFuture.
To expand the reach of #FilterTheFuture and foster engagement, we encouraged people to take selfies using a special AR filter. Additionally, for every selfie posted, ABG pledged to plant a tree.
Science, Technology, and Art for Change
The campaign achieved astounding success, with over 1 million saplings planted, signalling the power of collective action. It brought together a rare fusion of technology, science, and art to highlight not only the grim reality of air pollution but also the potential for change. By converting pollution fears into eco-conscious action, we demonstrated that even in the face of adversity, the power to create positive change is within our grasp.
