Air Quotes Added
O2 is a respirator manufacturer that believes everyone has the right to breathe clean air. This campaign used custom-made emoji to call attention to, and call bullshit on, dubious claims made about air pollution and the often empty gestures taken to eliminate it.
During the 2020 US election, O2 zeroed in on misleading or patently untrue statements made by politicians and pundits about air pollution. We added air quotes to their statements and tweeted them back in real time during debates and newscasts.
Writer: Alex Bird
Art Director: Tim Zimmerman
Creative Director: Matt Fraracci