No really, it sucks...

Pollution out of the air.

At dentsu, everything we do is underpinned by our principles of Sanpo Yoshi; doing good for people, business, and society. 

So, when we discovered that the area with one of the highest levels of air pollution in London was on our very own doorstep, we decided to take action.

Using a special coating, we created an innovative mural that literally sucks pollution out of the air - helping to create cleaner air whilst raising mass awareness of the global pollution problem.

Visit the art installation now live at 222 Euston Road, NW1 2DA and take part in the interactive AR experience.

Plus, share this campaign with as many people as possible. Because together we can make the world a cleaner, greener place.

#thiscampaignsucks

Where is it?

222 Euston Road, London NW1 2DA


What.Three.Words

puff.gave.zooms

Get directions

Why are we doing this campaign?

We’ve created this mural in partnership with Global Action Plan, an environmental charity with a goal to have people breathing clean air in urban areas by 2030.

Air pollution impacts every organ in the body and is the biggest environmental threat to health. It’s an urgent problem that affects all of us, but it is solvable. 

#thiscampaignsucks is part of an ongoing partnership with the charity where together we aim to tackle poor air quality in cities across the UK and Ireland – highlighting the links to health inequalities and the climate crisis. 

Learn more about Global Action Plan here.

How was it created?

This innovative project is the latest in a series of dentsu-led initiatives aligned with the Japanese principle of Sanpo Yoshi, where work must benefit not only business, but also people and society.

When we decided that tackling air pollution was going to be the focus, the Dentsu Creative team got to work on coming up with the big idea. 

They decided to create a mural that used a pollution-sucking coating and designed a striking piece of art along with a unique AR experience, Web AR Platform Zapworks.

It was then brought to life with the help of Global Street Art, who painted the mural on Euston Road.

How does it suck pollution?

The mural was coated with a special absorbent paint by CleanAir by Resysten. When tested under lab conditions, it was shown to reduce NOx levels by up to 73% when applied to concrete and brick. 

Here’s how it works: When light hits the paint’s core ingredient, titanium dioxide, it splits water and oxygen from the air into particles that break down harmful gases (like NOx) through a chemical reaction. 

The neutralised pollutants then turn into harmless salts that are found naturally on earth and get washed or blown away with the weather. 

The longer the mural is up, the more pollutants it will absorb, the cleaner the air will become.

What's the AR experience?

When you visit the art installation, you’ll notice a small QR code. Once scanned, it will open up a page where you can click to take part in a unique, interactive AR experience. 

The experience developed in partnership with Zapper brings the mural to life and lets you see the pollution-sucking paint in action. Use your camera to scan the area and locate the pollution particles that are floating around. You can then help direct them towards the mural where they’ll be sucked up for good! 

Head down to 222 Euston Road, NW1 2DA, and try it out for yourself.

Visit Website

How do I get involved?

There are lots of ways you can help support this campaign and our fight against pollution: 

  • Visit the installation and share photos, videos, and the mural location on your social channels. Don’t forget to use the hashtag #thiscampaignsucks 
  • Check out the full film about the campaign and share it with your friends and followers. 
  • Donate below to our environmental charity partner, Global Action Plan.
  • Tell the next government to get on board with clean air. Sign the petition here.

Donate

Link to Donate

Credits