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WWF

Smog Hijack

BBH China helped WWF Earth Hour hijack a host of popular websites, unleashing `smog’ across the digital space to highlight China’s growing yet all too often ignored air pollution problem.

By tracking users’ IP addresses, the ‘smog’ displayed on their screens directly reflected the air quality index at their location. This was followed by a sobering message from WWF: If you don’t accept this experience on the web, why would you put up with it in real life?

This impactful initiative ran on websites including Renren, QQ Charity, Ushi, Youku, 56, Kaixin, Sogou, Douban, DDmap, 360, as well as WWF’s own Earth Hour page.