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June 28, 2016 • London, United Kingdom

DigitasLBi scoops two Cannes Lions

Agency picks up two bronze Cannes Lions for Pigeon Air Patrol project for Plume Labs, a campaign aimed at tackling the issue of air pollution in London.

 DigitasLBi has been awarded bronze Cannes Lions awards in the Mobile and Cyber categories for the Pigeon Air Patrol project, a ground-breaking campaign which saw the first ever flock of pollution-monitoring pigeons launched across London.

Founded in 1954, Cannes Lions is an eight-day programme of creative inspiration, celebration, education and networking. The Lions are the most coveted creative accolades with winners being selected from over 40,000 submissions of the best creative work from all round the world.

The Pigeon Air Patrol was created in partnership with Plume Labs, a technology company that helps consumers track and reduce their exposure to air pollution with support from industry partners Twitter and aimed to raise awareness of air pollution in London.

Over the course of three days in March 2016, Plume Labs and DigitasLBi released ten pigeons wearing small pollution-monitoring backpacks. Lightweight pollution sensors were stitched onto small fabric vests which fitted comfortably on the pigeons and measured levels of nitrogen dioxide and ozone.

The Pigeon Air Patrol monitored air quality in the capital and reported back via Twitter. Londoners could tweet their location to the handle @PigeonAir to receive instant responses from one of the pigeons, telling them about the level of pollution in their area.

Recipients were also invited to visit the campaign microsite, where they could view a live map of the pigeons’ flights, learn about air pollution and its health risks, find out more about the pigeons and download the Plume Air mobile app.

The campaign encouraged Londoners to join the Air Patrol, by becoming beta testers for a wearable version of Plume Labs’ air pollution measuring device.

The Pigeon Air Patrol gained worldwide exposure with over 2,000 global media outlets covering the story. The campaign generated almost 40,000 conversations on Twitter and delivered 667 millions impressions. Some 93% of those engaged in the campaign said that they felt differently about air pollution as a result of the campaign and the Crowdfunding campaign was fully funded within three days. 

Watch the case study video here - https://www.youtube.com/watch?v=WIOwFTr-6hA 

Creative Director, Pierre Duquesnoy comments: "It’s a huge honour to pick up a Lion at Cannes – especially when considering the amazing quality and quantity of work that was on show this year. And of course it’s even better to pick up two Lions! The success of the campaign shows what can happen when a great team of clever, talented, determined people come together from across a range of disciplines to make a crazy idea a reality.”

Chief Creative Officer, International, Chris Clarke adds: “We’re thrilled our Pigeon Air Patrol took flight in Cannes bringing home two Bronze Lions. It was a small budget campaign so we’re extra pleased to have stood out in a year of record entries.”