A giant dragon warns about smog in the centre of Warsaw

Spectacular 3D animation and real-time data – an innovative information campaign has started on the screens in the centre of Warsaw – the dragon gives warnings when the air quality drops.

A spectacular information campaign was launched on large-format LED screens at the Marriott Hotel in Warsaw. Thanks to innovative technology, thousands of people passing through the centre of Warsaw are warned about smog – a threat that we do not notice, but at the same time, significantly affects our health.

The creators of the campaign combined 3D animation with real-time data. The animation appears when ideal air quality standards drop below a certain level. The smoke around the dragon thickens as air quality levels decline, which shows how densely polluted the air we breathe is.

The creative idea was based on presenting a creature whose senses are much more perceptive than that of humans, which allows it to detect an invisible threat much faster.

– explains Damian Rezner, COO of Screen Network

The animation’s appearance depends on the current air particle readings from a nearby measuring station.

The smoke accompanying the dragon was created using the ‘Unreal Engine’, known through the production of computer games. It enables modeling of the virtual world in real time.

We use current readings of suspended particle levels and translate it into real-time via the smoke surrounding the Dragon. The worse the air quality is, the thicker the smoke becomes. Thanks to this process, we were able to visualize a threat invisible to the human eye.

– explains Damian Rezner

A threat you can’t see

Many people are unaware that the air they breathe while walking for leisure or on the way to work can be bad for their health. Smog is a threat that is often unseen, but has a real impact on our health. Sore throats, coughing and difficulty breathing are symptoms that we have to deal with because of air pollution. These ailments also plague the dragon. He doesn’t feel well either when his space gets smoky even though it is his natural environment. Irritated, he breathes fire, and thanks to his heightened sense of smell, he can detect bad air quality very quickly and warn people near the screen.

This campaign is aimed at raising awareness to how often we are exposed to smog, although we are often not even aware of it. We wanted the solution to be effective and useful for people living and breathing in the city space.

– says Damian Rezner

Digital Out of Home is one of the fastest growing media. Due to the constant connection of screens with network resources, the displayed content relies on the data downloaded and generated in real time. The broadcast may depend on specific parameters, e.g. temperature, precipitation, or – as in the case of this campaign – air quality. The screens are used not only for the presentation of personalized advertising messages, but they can also be both informative and educational. They can actively change the urban space.

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Judyta Kruszyńska
Judyta Kruszyńska
DIRECT SALES MANAGER
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