Every year, Singaporeans have to deal with smoggy air for months, thanks to forest fires from neighbouring Indonesia. The air quality is tracked by the Pollution Standards Index reading, or PSI.
We wanted to make it more fun for people to access the data and thus we created the Punllution Standard Index and make light of this exasperating situation, we started coupling live PSI readings with terrible, terrible puns. So even if the air's bad, at least getting the latest PSI reading would give you a chuckle (or groan).
Creative Developer: Chan Wai Hsuen
Art Director: Annabella Goh
Copywriter: Keith Kwek