Serbian Hotel MK Mountain Resort Kopaonik needed a big idea to help increase tourist numbers during the summer months. Working in conjunction with ad agency McCann, the brand focused on highlighting the health benefit of the clear air in the mountains. To do this, a giant set of cotton lungs were installed on one of the busiest and most polluted streets in Belgrade. Over the next ten days, the air pollution worked its magic, turning the pristine white lungs into a tainted shade of grey. Generating substantial media buzz, the ‘Lungs of our City’ initiative was branded on the final day, when the slogan ‘TAKE A DEEP BREATH. MK MOUNTAIN RESORT KOPAONIK’ was revealed.