Dyson: Backpack

Dyson, a brand of electrical goods, collaborated with Bünyamin Sürmeli who used the Dyson Backpack to measure Istanbul’s air quality by detecting pollution levels encountered throughout the day to raise air quality awareness and increase product sales.

Brand: Dyson TurkeyAgency: Universal McCann TurkeyRegion: EMEA



According to the World Health Organization, air quality adversely affects 9 out of every 10 people globally, underscoring a critical need to raise awareness in Turkey. Our goal at Dyson was to spotlight the air quality issue, elevate awareness, and introduce our target audience to Dyson’s solutions for indoor air quality, aiming to boost brand awareness and product sales. We evaluated our success through media outcomes (impressions, reach, listens, traffic). The campaign’s overall impact not only heightened air quality awareness but also amplified Dyson’s brand and...

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