Mercedes-Benz briefed Net#work BBDO to create outdoor advertising to promote their BlueEFFICIENCY technology – revolutionary engine technology that generates great power highly efficiently. These are some of the most innovative and green-friendly engines on the road, so the advertising had to live up to these ideals. The following billboard showed passers-by what they’re actually taking in when they breathe the air around them. This came with the message that if more people drove Mercedes-Benzes with BlueEFFICIENCY technology, the picture wouldn’t so dire. The creative team behind this was Warwick Rautenbach (art director) and Liam Olding (copywriter).