The Billboard that Breathes

Agency: Think Happy Everyday


'the billboard thay breathes' aka the lungs is a giant lung Installation that reacts in real-time to the environment. While the transformation depends on the air quality, audiences can see a live real-time reading of the AQI ( air quality index). This installation has been to multiple cities ( Bangalore, Delhi, Lucknow, Mumbai) in India, and also been built in Poland. The campaign has over 300 million views, millions of social media impressions, is featured by over 75 media outlets and digital publishers and been featured on BBC, NDTV, Times Now, Mirror Now, CNBC, Republic amongst others, and was also presented as a case study from India for the climate change conference.

This professional campaign titled 'The Billboard that Breathes' was published in India in January, 2020. It was created for the brand: Jhatkaa, by ad agency: Think Happy Everyday. This OOH Outdoor medium campaign is related to the Public Interest industry and contains 5 media assets. It was submitted almost 4 years ago by Chief Creative Officer : Craig Dmello of Think Happy Everyday.


Advertising Agency: Think Happy Everyday, Bangalore, India
Production - THE Workshop: Ar. Anabelle Viegas
Creative Director (art): Manu Vikraman
Electronics And Tech Support: Brahmworks
Chief Happy Maker: Craig Dmello
Structural Architect: Ar. Srinidhi Gurunath
Tech Lead: Srinivas KN


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