In China, people’s adaptations to air pollution, such as wearing protective masks and staying indoors on heavy smog days, have become a normal part of daily life.

But what if far more freakish adaptations await China just around the bend?

What if tomorrow, people couldn’t survive air pollution… without a hairy nose!

With black humor, we depicted a near future where everyone has adapted to smog by growing grotesquely long nose hair.

We executed this memorable device with viral video, high visibility outdoor, WeChat social media stickers, and an H5 site to ‘nose hair-ify’ your photo and get tips on low carbon lifestyle change.

The Hairy Nose campaign was distributed in China on TV, online, and OOH platforms starting February 2016.

We launched with a viral video distributed through online networks with key promotional space including Tencent Video, Bilibili, Youku, Meipai, Eyepetizer, and more.

Then, we followed up with OOH campaign in Beijing, Shanghai, Guangzhou and Shenzhen, featuring outdoor billboards, subway billboards and outdoor LED screens, including a high visibility media placement on The Bund, the most visited destination in China.

In April, we released a digital sticker set for WeChat, China’s largest social media, and a photo customization H5 site leading to education assets.

To date, the campaign has been aired on 11 TV networks, 7 outdoor/mobile LED screen networks (with confirmed 500+ screens), as well as at least 350 outdoor/subway billboards.

The first week, the viral video earned 1.25 million views.

Our WeChat sticker set earned over 30 000 downloads and over 100 000 shares, making the #3 most shared set on WeChat that week.

Until April 20 2016, trackable online video views on Chinese websites reached 1.7 million views and internationally reached over 160,000 views on Youtube and Vimeo. Millions of viewers will have seen the outdoor billboards in Shanghai and Beijing. Over 15 international media outlets including BBC, the Guardian, and South China Morning Post also reported on the campaign, forwarded by over 17 domestic Chinese media outlets.

And most importantly, followers of GOblue increased more than 600%.