To launch Elizabeth Arden’s Prevage City Smart Hydrating Shield SPF50, a new product with anti-pollution properties designed to help your skin ‘Outsmart the City’, PHD, Talon and Grand Visual have created a pollution-activated digital outdoor campaign to highlight the damage that pollution can do the skin.

The two week campaign will run in one of London’s busiest areas, Oxford Circus, with pollution readings pinpointed to this location.

The sites have been specially created to use LondonAir pollution data to deliver real-time, localised pollution stats, alongside facts about how pollution can damage skin.  The posters support a broader project that includes video on demand, print and digital iterations.

You can read the full story on The Drum.