This Billboard in Lima Displays a Message Created From Air Pollution
Campaign for Natural Gas Company Calidda Shows the Effects of Fossil Fuels
Editor's Pick
Peruvian natural gas company Calidda is highlighting pollution in the country's capital, Lima, with an innovative billboard--it uses air pollution particles to display its message.
According to the World Health Organization, Lima is the second most-polluted city in Latin America. To promote the benefits of natural gas to mitigate the problem, agency McCann Lima created the billboard in one of Lima's busiest traffic locations. The device in the billboard unit collects CO2 pollution from the atmosphere, stores the CO2 gas, then processes it into a powder which gradually acts as an ink. The board began as a blank canvas but after 15 days of this process, it showed the final message: "It costs me a lot to breathe."
The experiment was recorded and the online film was shared across social media platforms, while the air pollution powder was packaged in the media kit and sent to influencers and the press, along with an invitation to the public to debate Lima's appalling air pollution.
Mauricio Fernández-Maldonado, creative executive VP for McCann Lima, says in a statement: "The outdoor was installed in one of Lima's busiest traffic points, Abancay Avenue, so that we could reach the largest possible audience, while showing the concrete result of fossil fuels."
Credits
- Date
- Dec 06, 2017
- Brand :
- Calidda
- Client :
- Calidda
- Agency :
- McCann - Lima
- Creative Executive Vice President :
- Mauricio Fernandez-Maldonado
- Creative Executive Vice President :
- Christian Caldwell
- Creative Director :
- Javier Delgado
- Creative Director :
- Giovanni Macco
- Creative Team :
- Carlos Banda
- Creative Team :
- Fernando Valladares
- Creative Team :
- Gonzalo BuendÃa
- Creative Team :
- Christian Rojas
- Account Team :
- Juan Camilo Correa
- Account Team :
- Viviana Exebio
- Account Team :
- Raquel Lopez
- Production :
- Alonso Palomino
- Production :
- Sebastin Salinas
- Planning Team :
- Rodrigo Revoredo
- Planning Team :
- Carlos José
- Production Implementation :
- Petty Publicidad
- Production House :
- Saturno
- Film Director :
- Ãlvaro Luque
- Director Assistant :
- Carlos Soto
- Executive Producer :
- Cocler DÃaz
- Production :
- Mariajosé Castratt
- Client Approval :
- Claudia Doig
- Client Approval :
- Angela Pegam
- Client Approval :
- MarÃa Isabel Baca
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