It’s well-known that air pollution is a major problem in parts of China. The situation has gone far enough that more and more organizations are beginning to fight back, trying to tackle the problem.

One such company is Xiao Zhu, who, in addition to producing air purifiers, has also taken up awareness-raising efforts. In their video titled “Breathe Again,” the company artistically projects the faces of children in pain onto the billowing white canvas of factory exhaust.

According to the video, 500,000 people die annually from diseases stemming from air pollution and many of those people are children. As most of these cases occur behind closed doors, Xiao Zhu has decided to put images of the suffering out in the open.

And for maximum exposure there is perhaps no bigger canvas to do so then the thick white smoke emerging from factories at a steady rate. After a series of babies and children crying, coughing, and gasping for breath, Xiao Zhu projects the Breathe Again catchphrase “Clean the air. Let the future breathe again.”

It’s very creative using the very pollution you want to destroy as a piece of art itself. It makes me imagine that Tinky Winky had sold off Teletubbyland to Dow Chemical to fund his insatiable video-clip addiction and that creepy baby-sun was left to “deal with it” after everyone else skipped town.

Here’s what others had to say about it.

“It’s a good idea: the only way to stop the images is to stop the smoke.”

“Well done!”

“How and where do the Chinese people see this advertisement?”

“F**king commercial.”


It also makes one wonder about the legality of doing such a thing. Since they are shining a light from afar it wouldn’t be trespassing, and since it’s only a projected image that can instantly be removed could it be considered vandalism? It could pave the way for other forms of protest like projecting images of sweatshop workers on clothing company headquarters or images of Mr. Sato’s waistline over McDonald’s outlets in Japan.

Source: YouTube – Liu Jiarui, Designboom (English), Xiao Zhu (Chinese)
Original article by Bambi Minamino
[ Read in Japanese ]