Concept: City of a thousand shades of gray

The winter air in Almaty is extremely polluted: the dense grey smog has become the hallmark of the metropolis.

In 2014, the city administration and civic activists began to discuss the city' s ecological situation and its future. The municipality organized a competition for the idea of advertising, which would attract public attention to the problem of environmental pollution.

We came up with an augmented reality digital activation linking offline and online.

We offered a series of banners showing a pessimistic version of the future in several scenes. One of them shows air pollution so heavy that residents will need gas masks. With the help of the augmented reality application, a positive version of the future can be seen. Interested people will visit the website and join the community of people who care.