BMB, ClientEarth Make Statement About Air Quality with ‘Poisoned Playgrounds’

By Erik Oster 

BMB teamed up with ClientEarth to highlight air pollution concerns with “Poisoned Playground.”

The haunting spot shows a group of children casually enjoying a school’s playground — while wearing World War II era gas masks. Set to spare piano, the simple yet evocative spot implies the horror of such a scene becoming a part of everyday reality.

According to Campaign, BMB creatives Harry Boothman and Jenny Piggott “created the campaign after Boothman noticed high levels of pollution during his runs home from work down Brixton Road.”

Unfortunately, the reality depicted in the spot may not be as far-fetched as you’d think. The ad informs viewers that some 950 schools in the U.K. are “near illegally polluted roads.” It concludes with a call to action, telling viewers to “Find out if your school is affected” and “join the legal fight for clean air” before directing them to the campaign landing page.

Creatives: Harry Boothman Jenny Piggott
Business Director: Jen Knox
Agency Producer: Jade Evans
Photographer: This is Dodd
Director/Production Company: Good Boy Wolf
Editor: Good Boy Wolf
Sound Design: Tony Rapaccioli, Wave
Composer: Ross Gregory, Aardvark Sound
Design: François Blanchard, Sam Kallen, Louise Sloper