Giant lungs float in the air in campaign against pollution

The Lung Association of Canada and McCann have installed giant lungs suspended in the air in large cities in the North American country.

In recent days, colossal lungs have been sighted floating in the air (often poisoned by pollution) of large Canadian cities

The organs, which are four stories tall, have been conveniently inflated and placed 30 meters above the ground by the Lung Association of Canada and the McCann agency. with the last objective of making the citizens of the North American country aware of the dangers of air pollution (which sometimes ends up leading to serious lung diseases).

Created by artist Fezz Stenton, the giant lungs of the Canadian Lung Association and McCann, made their first stop in Calgary on September 25. on the occasion of World Lung Day. And then “Lungs in the Air” (that’s the name of the installation) was seen in Toronto and then in Halifax.

“The effects of air pollution on our lungs are undeniable”, emphasizes Josh Stein, McCann Canada’s creative lead. “But with so much information out there we knew our message could easily get lost, so we strived to do something really disruptive,” he adds.

In each of the metropolises visited by such striking floating lungs, the Lung Association of Canada took the trouble to provide information to the public on the need to make atmospheric cleaning a priority. What’s more, as part of the campaign, the website was also created that by means of colored lungs informs of the quality of the air throughout Canada.

Air pollution costs the lives of more than 15,000 Canadians each yearAccording to the Lung Association, “now more than ever it is crucial to take action,” emphasizes Terry Dean, CEO of the association.


McCann Canada
Chief Creative Officer: Josh Stein
Associate Creative Directors: Gail Pak, Mike Shuman
Creative Team: Brennen Robinson and Osman Rahmani
Executive Producer: Jacqueline Bellmore
Agency Producer: Eastern Yoo
Account Management: Karen Pearce, Sean Fero
Brand Strategy: Russ Rickey
Social Strategy: Russ Rickey, Julie Evans, Lisa Gacek
Project Management: Tavia Bakowski
Website Development: Michael Harley

Edery & Lord
Partner: Martine Levy
Partner: Victoria Lord
Senior Account Director: Paige Calvert
Account Manager: Nadia Ali
Senior Consultant: Nancy Gray

Performance Art
Ian Mackenzie – Chief Creative Officer
Colin Craig – Executive Creative Director
Pedro Izzo – Associate Creative Director
Andrew Bernardi – Creative Director
Jordan Gabriel – Associate Creative Director
Alana Ratcliff-Lake – Art Director
Joey Penkala – Copywriter
Bonnie Chung – VP, Product
Kirk Linkletter – VP Strategy

Kirby Szeto – Developer
Sarah Lasch – Development Manager

Inflatable Lung Design: Fezz Stenton
Inflatable Lung Production: Glow Inflatables
Inflatable Lung Operation: Fabulous Inflatables
Locations Manager: Dan Ford from Radke Film Group
Helium Supplier: Air Liquide
Website Music: Grayson Music Group

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Source: Marketing Directo by

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