Create an integrated campaign that helps the Mayor achieve his vision of a cleaner, greener London.
Mike led this pitch as Associate Creative Director during his time at Zinc Network, London. The strapline and rallying cry of the campaign was ‘No More Big Smoke’ which came to life in the form of a fully integrated campaign which engaged the public in the fight for change and helped them to make choices which would reduce pollution levels in the city.
We aimed to make Londoners realise that the situation is critical and bold action is needed by the Mayor to tackle the city’s air pollution. We also wanted to Improve understanding of how the issue can affect people and how they can act to support the change.
Ideas driven by the #NoMoreBigSmoke vehicle were aimed at 3 levels; London-wide, Neighbourhood-wide and Hyper-local. Each would target the audience in a different but equally impactful way.