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.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. #CreativeCampaign #AdsAnalytics #SocialMedia