China is the most polluted country in the world. However, everyone seems to be used to it and forgets that pollution leads to serious health issues. ME&CITY, for the launch of its new spring collection, decided to make a statement. Because if a fashion brand alone can’t end pollution, it certainly knows how to grab people’s attention.

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.

How does it work:

First we located your exact position using an IP tracking technology. Once we had your location data, we used Moji API (Moji is N°1 Forecast/weather app in China) to source the Air Quality Index matching your location at this precise moment.

Our website was then applying the level of pollution effect corresponding to these data.

Leaving the experience crystal clear or "polluting" it to the point where you simply couldn't enjoy the content.

For the 2016 S/S Collection, ME & CITY would like to launch a project that could link the relationship of ME (Consumers) & CITY. To kick start the project, we first hope to probe one of the key issue that is bothering people in the city – air pollution.