A digital billboard that breaths and reacts to air pollution. Located in strategic places of Madrid. The breathing Billboard reacts to traffic jams detecting the co2 concentration in the air through a sensor, and releasing a direct message to drivers when the level of air pollution goes beyond the numbers allowed.

The CO2 sensor would detect the volume of pollution on the air, coming out from the cars and trigger the billboard. The image we had before, of smiling and happy kids, would change completely once drivers realize that the kids could no longer breath.

The written message on the outdoor comes right after: "There are more the 400 new cases of breathing diseases every year in Madrid." Don´t be responsible for it, use the car only when necessary."

The outdoor has started a conversation on web, radio coverage and TV news, and specially on the client´s social network. Used to be criticized as a government institution, this time it was the other way around. Consumer really accepted the idea, and the breathing outdoor is now being installed in other Spanish cities, trying to remind people to get the car only when necessary.