To demonstrate adverse health effects, each screen was configured to pull in live pollution data from the immediate surroundings. Passers-by were invited to see how bad the pollution they were breathing in was by standing on a floor vinyl in front of the screen. A live pollution measure was then displayed, together with an augmented reality pollution filter, giving a visual representation of particles in the atmosphere linked to the live data.
The campaign ran across 9 Ocean locations in London, Liverpool, Newcastle, Manchester, Edinburgh & Glasgow.
When the temperature in Alicante or Palma exceeded 22°C and were at least 8°C hotter than the UK dynamic copy was broadcast. If the parameters were not met, linear easyJet copy was displayed.