Every day, there are around seven million cars driving around the streets of Sao Paulo. Pollution caused by these vehicles is the cause of death of over 4.5 thousand people in the city, yearly. That is almost three times the number of victims of traffic accidents, for example. Cars are responsible for over 90% of the air pollution in Sao Paulo. In order to help people visualise this invisible menace, we used regular party balloons, and a special adapter, to create the "3 Segundos""project. The initiative measures the quantity of harmful gas that is expelled by vehicle exhaust pipes and provides a clear visual representation of the size of the problem faced by big cities daily. A mere 3 seconds with the engine running produces enough pollution to fill up a balloon. 15 minutes will fill up 300 balloons. A running car will, in one hour, produce enough pollution to fill up 1200 balloons. With this powerful visual representation, the project's aim was to reveal the true size of the previously ignored problem to drivers and passengers in São Paulo.
Category: Public interest
URL: http://3segundos.org
Client: Catraca Livre
Agency: Tudo, Brazil
Country: Brazil
Creative Director: Rodolfo Barreto
CD/Copywriter: bruno dias
Art Director: Felipe Diefenbach
Producer: Iron Neto
Planner: Cleber Paradela
Editor: Jader Gudin
Music: 1111 Ads+arts
Executive Producer: Carla Bräuninger
Sound Producer: Edson Guidetti / Otavio de Moraes
Sound Designer: Rodrigo Paplauskas
Composition: Edson Guidetti
Mix and record engineer: Daniel Salvia
PR Planner: Kassia Cáricol / Renato Pezzotti
Producers: Paulo Takahashi / Valdenir Rosa
Workflow Coordinator: Andrea Motta
RTVC: Cicy Freitas / Karine Invenção