McCann Serbia created a large installation to invite tourists to enjoy the fresh air at the MK Mountain Resort Kopaonik.
To promote the MK Mountain Resort Kopaonik, McCann installed large-scale lungs made of white cotton on one of the busiest and most polluted streets in Belgrade.
The installation was up for ten days and during those ten days, the lungs went from bright white to grey due to the air pollution in the area.
The set-up sparked discussions on environmental issues, especially of the air pollution in the city.
On the last day of the campaign, McCann finally told the public to ‘Take a deep breath’ and enjoy the fresh air at the MK Mountain Resort Kopaonik, which is located far from the busy city.