Meet The Super Pollutants

Focused on eliminating "invisible" super pollutants such as methane, black carbon, tropospheric ozone, and hydrofluorocarbons (HFCs), The Climate and Clean Air Coalition (CCAC) tasked KITCHEN with creating horrible and destructive, yet cuddly and funny, creatures to bring visibility and awareness to the dangers of their impact.

At Climate Week NYC, CCAC and Purpose launched ‘NOW WE CAN’ with a suite of innovative communications strategies to bring these super-pollutants to life in a bold animated universe. As part of this communications initiative, director duo KITCHEN designed the four super-pollutant characters and brought them to life in a 90 second animated film and suite of Out-Of-Home posters, which were displayed across New York during Climate Week. The communications assets also include social media content, audio  soundbits, and a set of promotional materials featuring the characters.

Here, we see the pollutants emerge and wreak havoc on the environment around them - and all the people in it. The super pollutants visit playgrounds, streets, and skies all across the world before the environmentally conscious solutions come in and kill them off. Hurray!

In true KITCHEN style, they brought the characters and world to life with a sprinkle of silliness and adult humour; crafting horrible and destructive, yet cuddly and funny, creatures. KITCHEN's imaginative and vivid storytelling, dynamic transitions, and spirited character design perfectly balance the warmth and humour needed to create awareness and pique interest in this complex environmental issue.

“During New York Climate Week, we needed to shine the light on super-pollutants, and highlight the immense - but often accepted - impact of them on our health, lifestyles, and the climate. In this work, we have used creativity to explain a traditionally technical and complicated issue in an entertaining, easy to understand, and hopefully memorable way. Jelly’s ingenious illustrations gave personality to our irritating super-pollutant characters to life and is some of the bravest work in the air pollution space. We hope it convinces the climate sector that we don’t have to put up with super-pollutants and by supporting the work of the CCAC, their impact on our health and planet can be mitigated.”

- Charlotte Wood, Gabrielle Choo and Alexandra Callaway, Purpose.

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