These Absorbent Billboards Can Reduce Air Pollution

Italy's Urban Vision Has Developed the Ad/Sorbent System

By Alexandra Jardine. Published on May 15, 2017

Editor's Pick

Hot on the heels of Toyota's Eco-Billboards in the U.S. comes another air-cleaning outdoor innovation from Europe.

Italian outdoor media company Urban Vision has developed the system, named Ad/Sorbent. It wraps billboards in a fabric, called The Breath, that captures and then absorbs air pollution from traffic.

The Breath is owned by technology company Anemotech and it was originally created mainly for indoor use, but Urban Vision tested it outdoors for one month in October 2016 and analyzed the results. It followed up the test with a series of billboards in Rome, Milan and London highlighting the technology in a campaign by Ogilvy Italy. The wording on the ads claims that the boards don't sell cars, but make thousands of them "disappear" (using figures extracted from the test). The campaign started in February, and is currently still running in London's Leicester Square.

Urban Vision has committed to replace all its wrapping with The Breath, by 2018.

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May 15, 2017
Ogilvy Milan
Chief Creative Officer:
Giuseppe Mastromatteo
Urban Vision
Chief Creative Officer:
Paolo Iabichino
Client Creative Director:
Giordano Curreri
Art Director:
Giordano Curreri
Client Creative Director:
Marco Geranzani
Marco Geranzani
Senior Art Director:
Gigi Pasquinelli
Senior Copywriter:
Serena Pulga
Graphic Artist:
Mario Colombo
Client Services Director:
Daniele Bacigalupi
Account Supervisor:
Giulia Calderoni
Print Producer:
Milena Sirtori
Lorena Padovan

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