Our Earth is suffering. The task was how to raise awareness for how bad the air quality of our planet has become. The objective was to create a visual piece that without being too verbose, communicated the current situation starkly.

The idea was to personify Mother Earth and show how she was choking, with how we have been treating her. The visual was Mother Earth trying to breathe, but suffocating in a plastic bag, representing the sheer amount of pollution. The sound design only added to the starkness of the visual, as she struggles to breathe.

We found a shocking figure that air pollution kills 7 million people a year, across the globe (Source: WHO) This made us want to give a vivid and stark wake up call to the planet, but especially our nation. It primarily targeted the Indian people, using the reputation & reach of our network to raise awareness on just how bad the situation is.

It was executed entirely in-house, with no budget and completed in 2 weeks. It was showcased on all of our social platforms (Facebook, Twitter, Instagram and LinkedIn)

The piece went live on April 22, 2021 and has stayed live on all of our social media profiles since.

With the the reputation & reach of our media network, we raised a lot of awareness among the Indian population and triggered a lot of conversation on the topic, reminding people to be far more conscious of the damage they are doing. An eye-opening piece that made the personification of the planet strike a chord with many.