Breathe easier with Levi's
In collaboration with the agency OMD, Levi's is installing a responsible and sustainable advertising display throughout the month of November, thanks to a new medium performance for large format printing. The 350 m 2 is covering the façade of the Holy Trinity Church, which is currently being renovated. Distributed by JCDecaux, this canvas is equipped with the Italian technology "Anemotech The Breath" and is capable of drastically reducing pollution due to surrounding traffic: the equivalent of about 2000 vehicles in one month (according to tests carried out in Milan).
An absorbent carbon mesh forms the core of this fabric structure. The two layers, outer and inner, are printable with water-based ecological inks and allow a good air filtration.
As an extension of this eco-responsible commitment, this campaign is also helping to finance the work on the religious building in the 9th arrondissement of Paris.
Moss under the bus shelters
Six bus shelters with green roofs and ventilation systems are also installed through the Levi's campaign, orchestrated by OMD. This vegetal foam mat purifies the air by feeding on atmospheric particles and regulates itself according to the pollution index detected. This model of shelter is a variation of the Filtreo reference, developed by JCDecaux and is visible at the following stations:
- Georges V stop (95 avenue des Champs Élysées);
- Georges V stop (116 avenue des Champs Élysées);
- Turbigo Étienne Marcel stop (19 rue Étienne Marcel) ;
- Trinité facing (75 rue Saint-Lazare);
- Turbigo Étienne Marcel stop (64/66 Boulevard Sébastopol) ;
- Saint Lazare train station (14 Place Gabriel Péri).
