Pay for the Air You Breathe




Insurance company GPI Holding tried to support eco-friendly car drivers with exclusive benefits, because air pollution is 9 times over the limit in Tbilisi, Georgia.


Poorly maintained vehicles are main cause of air pollution, but drivers don’t hold themselves responsible for this global problem, also ignoring GPI Holding's generous offer.


Encourage eco-friendly car owners with better insurance deals, and remind all Georgian drivers that polluting air is a serious offence, providing a push to toward changing their driving habits.


We decided to make the public problem of air pollution very personal using a familiar prevention mechanism - traffic fines.


We established a fake law enforcement agency Ecopolice and spread rumours that Georgian government was going to tax air. Ecopolice agents distributed 60 000 fake “pollution fines” imitating the design of authentic parking tickets. Fake news report featuring real Member of Parliament and other ecology experts discussed the air taxation initiative became an instant viral hit.

Fake fines led to a website measuring harmful impact of the exact car you owned, providing helpful instructions, and generating a custom car insurance offer, based on your harmful emissions.


The long-forgotten issue of air pollution became a hot topic. Popular TV shows, news programmes and opinion leaders started discussing it in public. Apart from raising awareness, and helping all drivers with instructions on how to minimize the damage, the campaign increased sales leads for GPI Holding by 400%, with a 25% growth in insured vehicles.


    Creative Directors: Levan Lepsveridze, Giorgi Avaliani
    Executive Producer: Natia Gogia
    Art Director: Ia Darakhvelidze
    Illustrator: Nutsa Avaliani
    Strategic Planner: Salome Zhvania
    Digital Director: Vakho Vakhtangishvili
    Web Developer: Giorgi Maisuradze
    Web Designer: Oto Prangishvili
    Digital Advertiser: Pavle Gabritchidze 


  • May 2015