3M wanted to educate Canadians on their air quality and encourage homeowners to change their filters more often. Men in the home are usually the ones who change the filters, however, it's the women who actively seek out information on air quality. Dashboard and agency partner Due North created an experience that appealed to both.
To start the experience off, 3D glasses were inserted alongside 3M ads in popular magazines. With glasses in tow, Canadians visited the site to see exactly what was lurking in the air. What they found was not pretty. Large mites and spores crawled right out of the screen. By applying the Filtrete filter, the critters all but disappeared and the air was clean again. Ah, what a relief!
