Agency: DigitasLBi
Client: Plume Labs
Date: Mar 2016
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Plume Labs, a technology company that helps consumers track and reduce their exposure to air pollution, has launched the first ever flock of pollution-monitoring pigeons across London. The initiative was created in partnership with global marketing and technology agency DigitasLBi with support from industry partners Twitter and aims to raise awareness of air pollution.

Over the course of three days, Plume Labs and DigitasLBi released ten pigeons wearing small pollution-monitoring backpacks. Lightweight pollution sensors, created by Plume Labs, are stitched onto small fabric vests which fit comfortably on the pigeons and measure levels of nitrogen dioxide and ozone, the main gases behind harmful urban air pollution.

The Pigeon Air Patrol monitored air quality in the capital reporting back via Twitter. Londoners can tweet their location to the handle @PigeonAir to receive an instant response from one of the pigeons (named Coco, Julius and Norbert), telling them about the level of pollution in their area.

Recipients are also invited to visit the campaign microsite, where they can view a live map of the pigeons’ flights, learn about air pollution and its health risks, find out more about the pigeons and download the Plume Air mobile app.

The campaign encourages Londoners to join the Air Patrol, by becoming beta testers for a wearable version of Plume Labs’ air pollution measuring device.

Pigeon Air Patrol will be supported by Promoted Tweets as well as outreach activity to relevant influencers on Twitter.


Chief Creative Officer: Simon Gill

Creative Director: Pierre Duquesnoy

Copywriter: Katie Carruthers

Additional Credits: Creative Strategy Director: Nikki Stammers

Managing Director: Matt Steward

Experience Director: Helen Fuchs

Head of Content & Distribution: Jasmin Kocur

Head of Content: Stuart Aitken

Content Strategist: Cirine Drira

Design Director: Ben Sandhu

Designer: Alan Chu

Creative Technologist: Kevin Mar-Molinero

Lead Technologist: Darryl Morton

Developer: Thomas Hill

Lead Producer: David Lamb

Production Co-ordinator: Mathilde Boulben

Technology Partner: Sebastien De Cock

Social Data Analyst: Claire Farrell

Pigeon Handler: Brian Woodhouse

Pigeon Advisor: Steve White

PR & Marketing Director: Julia Conroy