TOXIC TOBY

Agency | McCann London

The biggest killer on UK roads isn’t car accidents, it’s air pollution. BreezoMeter provide real-time, location-based air quality data.But the data is cold, emotionless and lacks a physical presence on the streets. Introducing Toxic Toby. Part roadside memorial, part neighborhood utility, and connected to BreezoMeter’s real-time air quality data. When harmful levels of pollution are detected he begins coughing, alerting the public to the invisible dangers of toxic air. Simultaneously, an automated Tweet is sent to the local MP, pressuring them to act, whilst cementing Toxic Toby as the furry-faced activist in the fight against pollution. Led the design of the logo and brand identity, along with crafting an informative, issue-focused website that effectively communicated the message.