Toxic Toby, a bear highlighting that more deaths are caused by pollution than from car accidents. At first glance, Toxic Toby looks like a typical roadside memorial, but when exposed to dangerous levels of pollution he’ll raise his arm to his mouth and coughs. Each time Toby coughs, an automatic tweet is sent to local MPs warning them that pollution levels have reached precarious limits and reminding them that they need to act. 

At McCann London in partnership with BreezoMeter.
Roles: design, branding, art direction. Concept by Will Cottam & James Crosby.

Toxic Toby, a bear highlighting that more deaths are caused by pollution than from car accidents. At first glance, Toxic Toby looks like a typical roadside memorial, but when exposed to dangerous levels of pollution he’ll raise his arm to his mouth and coughs. Each time Toby coughs, an automatic tweet is sent to local MPs warning them that pollution levels have reached precarious limits and reminding them that they need to act. 

At McCann London in partnership with BreezoMeter.
Roles: design, branding, art direction. Concept by Will Cottam & James Crosby.

Toxic Toby, a bear highlighting that more deaths are caused by pollution than from car accidents. At first glance, Toxic Toby looks like a typical roadside memorial, but when exposed to dangerous levels of pollution he’ll raise his arm to his mouth and coughs. Each time Toby coughs, an automatic tweet is sent to local MPs warning them that pollution levels have reached precarious limits and reminding them that they need to act. 

At McCann London in partnership with BreezoMeter.
Roles: design, branding, art direction. Concept by Will Cottam & James Crosby.

Toxic Toby, a bear highlighting that more deaths are caused by pollution than from car accidents. At first glance, Toxic Toby looks like a typical roadside memorial, but when exposed to dangerous levels of pollution he’ll raise his arm to his mouth and coughs. Each time Toby coughs, an automatic tweet is sent to local MPs warning them that pollution levels have reached precarious limits and reminding them that they need to act. 

At McCann London in partnership with BreezoMeter.
Roles: design, branding, art direction. Concept by Will Cottam & James Crosby.

Toxic Toby, a bear highlighting that more deaths are caused by pollution than from car accidents. At first glance, Toxic Toby looks like a typical roadside memorial, but when exposed to dangerous levels of pollution he’ll raise his arm to his mouth and coughs. Each time Toby coughs, an automatic tweet is sent to local MPs warning them that pollution levels have reached precarious limits and reminding them that they need to act. 

At McCann London in partnership with BreezoMeter.
Roles: design, branding, art direction. Concept by Will Cottam & James Crosby.