background: Milan, recognized as one of the world’s most polluted cities, last February recorded a smog level 24 times higher than the safe limit recommended by the World Health Organization (WHO). This persistent issue has catastrophic health implications, contributing to approximately 47.000 deaths annually in all the country due to fine particulate matter. But despite these statistics there is no effective response from institutions.
Idea: The "Apnea Against Pollution" is the first campaign that enclosed the highest concentration of pollution ever recorded in Milan (118 µg/mc3 of PM2.5) together with a world champion freediver that holds his breath to send a powerful message: we shouldn’t have to stop breathing to fight pollution. But fight to breathe again.
Execution: Apnea Against Pollution transformed the data of Milan's highest smog concentration into a giant glass cube placed in one of the city’s most polluted squares, making the invisible drama of pollution, visible. Inside this transparent structure, we encapsulated Milan's worst recorded smog levels, 24 times higher than the safe limit, to create an impressive visual representation of the city's air pollution crisis. World champion freediver Mike Maric was at the center of this installation, where he performed a breath-holding stunt. A powerful act transformed into a concrete action: over 30.000 collected signatures will become a legislative proposal that will be presented in Parliament to ask institutions urgent interventions to improve air quality in Italy.
Credits
Leo Burnett Italia – Creative agency
Luca Ghilino – Executive Creative Director
Giuseppe Pavone – Executive Creative Director
Andrea Sghedoni – Creative Content Supervisor
Lavinia Aurelio – Senior Copywriter
Ilaria Fruscio – Chief Strategy Officer
Acsinia Messina – Head of Client Service
Chiara Soldà – Account Manager
Anna Steri – Account Junior
MSL Italia – PR Agency
Carlotta Baldiraghi – Junior Account Intern
Alessandra Pedrona – Senior Account
Eleonora Moretti – Client Service Director
Giulia Dal Pont – Senior Account Supervisor
Luca Ghilino – Executive Creative Director
Giuseppe Pavone – Executive Creative Director
Andrea Sghedoni – Creative Content Supervisor
Lavinia Aurelio – Senior Copywriter
Ilaria Fruscio – Chief Strategy Officer
Acsinia Messina – Head of Client Service
Chiara Soldà – Account Manager
Anna Steri – Account Junior
MSL Italia – PR Agency
Carlotta Baldiraghi – Junior Account Intern
Alessandra Pedrona – Senior Account
Eleonora Moretti – Client Service Director
Giulia Dal Pont – Senior Account Supervisor
Movie Magic - Production
Chicco Mazzini - Executive Producer
Luca Casieri - Producer
Omar Pesenti - Director
Stefano Bella – DOP
Max Zucca – Set Designer
Carlo Banfi - Photographer
sedici:9 - Post Production
Chicco Mazzini - Executive Producer
Luca Casieri - Producer
Omar Pesenti - Director
Stefano Bella – DOP
Max Zucca – Set Designer
Carlo Banfi - Photographer
sedici:9 - Post Production
