While living in a city, we may not realize the everyday hazards that we go through because of the polluted air and the stressful noise pollution. You cannot possibly live a peaceful life in a city, until you take a break and a breath of fresh air at a nice holiday resort. In order to get a similar message through, MK Mountain Resort Kapaonik came up with a great outdoor campaign. In one of the busiest streets of Belgrade, Serbia, a huge billboard was placed featuring a pair of cotton lungs. As the days went by, the cotton lungs that were once milky white, were now turning grey due to the polluted air. By the tenth day, when the lungs had completely lost their colour, the campaign’s message was released, “Take a deep breath. MK Mountain Resort Kapaonik”