Agency: AMV BBDO
Date: Sep 2020
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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.

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.”


Producer - Matt Wenham

Executive Producer - Chloe Leland

Production Manager - Olivia Ballard

DOP - Richard Jephcote

AC - Juan Minotta

Sound recordist - Francesco Corrazi

VFX Project Supervisor - Alex Grey

VFX Producers - Semley Wilkinson, Helen Tang

Special Effects - Artem

Special Effects expert - Ritchie Beacham-Paterson

Special Effects expert - Ryan Crew

Special Effects expert - Josh Seatherton

Makeup artist - Nikki Palmer

Coordinator - Sarah Wildlash

Runner - Vidhu Matety

Runner - Deshawn Hillman

Location - Tom Kelly - Bold Tendencies

Location - Femi Boye - Peckham Levels

VFX - Untold

VFX Artist - Alex Grey

Telecine - The Mill

DI Colourist - James Bandford

Colour Producer - Charlie Morris

Colour Producer - Chris Morris

Music By - Aisling Brouwer

Sound Design - Harry Timson

Head of Production - Adam Mitchenall

Head of Post-Production For Grain Media - Amelia Franklin

Production Manager - Caroline Lai

Creative Director - Toby Allen

Creative Director - Jim Hilson

Creative - Ben Polkinghorne

Creative - Scott Kelly

Board Account Director - Jessica Harvey

Creative Producer - Anita Sasdy