CEPF (China Environmental Protection Foundation) is an advertising passion project addressing the growing issue of air pollution. In California, wildfires blanket cities in ash and dust every year, making natural air pollution a familiar challenge. However, many overlook the human-driven causes—factories, coal consumption, and congested urban areas—contributing to the crisis.

Set in China, this project highlights a shocking reality: some people buy canned air from Switzerland and other European countries just to experience a few seconds of fresh air. By drawing parallels between China’s daily struggles and California’s seasonal pollution, CEPF aims to spark awareness and conversation. The message is clear—air pollution isn’t just a force of nature; it’s a global issue we have the power to change.