China is the most polluted country in the world. But as much as pollution is something we experience physically everyday on our streets, it remains completely absent from our digital lives especially in the fashion world (campaign are pretty much always showing clear cities, blue skies etc..)

The idea was to create a web experience linked to your location's Air Quality Index in order to tailor your online experience of Me&City new spring collection.

If you AQI was low, you could see the video and browse the website easily. But as the AQI was getting higher in other locations, the website was responding with various intensities: The colours would start to fade and a thick smog will start to cover the website.

Up to the point that some of the most polluted cities just couldn't experience the new spring collection, they had to ask pictures from remote/pollution-free areas through social networks in

When you Google : “Air pollution in…” it automatically proposes you results in China. It proves how important the problem is here. And mainly in our cities, Hong Kong, Beijing, Shanghai, Singapore, etc...

To make people react on the subject we create an interactive website: The PM2.5 Show

We show beautiful scenes (e.g. girl dancing on a rooftop, guy playing piano, couple walking, and a guy biking) but only when there is no pollution.

The more your city is polluted, the less you can see in the film.

For the first time, user's online experience was impacted by real life pollution. People talked about it! On launch day alone, we counted more than 180 000 unique visitors on the website, from more than 300 cities in China.