Hasta La Creative!

The UN, YouTube, Grain Media and AMV BBDO have partnered to launch a new interactive online campaign “Fight Back”, to drive action on air pollution — leveraging YouTube’s sequential storytelling format. Created by AMV BBDO and Grain Media, the campaign stars acclaimed parkour artist Georgia Munroe running from air pollution in a high-octane chase sequence that the viewer can control through a set of sequential videos.

The online film, set in a big city under a hazy fog of air pollution, follows Munroe trying desperately to escape the dangerous pollution. But will our heroine break free or become trapped? It all comes down to the viewer’s choices.

The campaign structure aims to target and deliver content to viewers on YouTube in a pre-defined sequence that unfolds the story based on if the viewer ‘skips’ or ‘watches’.
In the UN campaign, if the viewer skips the feature the heroine will meet danger and uncertainty, but if they watch the film she finds air to breathe – and a voice to demand action. The central message of the campaign is: “You can run from air pollution, but you can’t hide.”