How tf do you get people to care about indoor air pollutants?

You open a store that only sells the unassuming sources of indoor air pollution.

The pop up was located in SoHo NYC, where curious passerbys came in to find out why the hell puppies and hairspray were sold in the same place.

Placards on products showed how much air pollution was caused by the item on the left and how Dyson Pure Hot + Cool purifier helps with the problem on the right.

We threw PR event created buzz about the store opening. Influencers learned about indoor air pollution and got their hair styled with Dyson styling tools (the bait).

We made supporting social assets to drive the idea home.