Peruvian natural gas company Calidda highlights environmental issues with an interactive urban ad

Agency McCann Lima created a billboard for the Peruvian natural gas company Calidda to highlight the problem of pollution in Lima and promote the benefits of natural gas. According to the World Health Organization, Lima is the second most polluted city in Latin America.

This innovative OOH campaign used air pollution particles in order to display its message. It gave the city a voice so it could express how difficult it was for it to breathe. The billboard was placed in a location with lots of traffic. It started out blank but after a number of days collecting CO2 gas from the atmosphere (which it processed into powder and used as an ink), it revealed its message. You can check out the billboard in the video below:

McCann Lima

Agency McCann Lima created a billboard for the Peruvian natural gas company Calidda to highlight the problem of pollution in Lima and promote the benefits of natural gas. According to the World Health Organization, Lima is the second most polluted city in Latin America.

This innovative OOH campaign used air pollution particles in order to display its message. It gave the city a voice so it could express how difficult it was for it to breathe. The billboard was placed in a location with lots of traffic. It started out blank but after a number of days collecting CO2 gas from the atmosphere (which it processed into powder and used as an ink), it revealed its message. You can check out the billboard in the video below: