Air pollution has significantly risen in the past few years. Thailand's Air Quality Measurement Index shows that in peak hours the pollution gets worse than the acceptable standard.

Yet, it's not commonly known that pollution also can ruin the hair, causes breakage and hair fall.

The billboard was covered with ropes that mimicking hair. Each strand was attached via a hook to a rod. This rod was set to release one strand every time the pollution index went above the good standard of 50 psi. The higher the number, the more "hair" it released.

Based on the real-time measurement, all "hair" was fully gone in ten days, revealing the message from the brand to protect one's hair from pollution and also demonstrating how air pollution can damage the hair.