McCann Lima’s billboard for natural gas provider, Cálidda, has a simple message – It takes me a lot to breathe. The billboard wrote this message itself. Using air pollution.
The billboard began as a blank canvas. A device in the billboard unit collected CO2 pollution from the atmosphere, which it stored and processed into a powder. In the transformation process from gas to powder, the powder acted as an ink and was manipulated to slowly write a message on the outdoor billboard. After 15 days, the billboard’s message was clear.
“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,” Mauricio Fernández-Maldonado, creative executive vice president for McCann Lima, explained.
The aim of the campaign is to create awareness about the hazards of automobile pollution and promote the benefits of natural gas for Cálidda. According to the World Health Organization, Lima is the second most-polluted city in Latin America.
The experiment was recorded and the online film was shared across social media platforms. The air pollution powder was also packaged into a media kit and sent to influencers and the press, along with an invitation to the public to debate Lima’s appalling air pollution.
“With this initiative, we wanted to raise awareness around air pollution and engage citizens in the pursuit of solutions. Besides, we offer the natural gas option as a less polluting fuel,” commented Amadeo Arraste, Calidda’s regulation director.
Agency: McCann Lima
Creative Executive Vice Presidents: Mauricio Fernandez-Maldonado & Christian Caldwell
Creative Directors: Javier Delgado & Giovanni Macco
Creative team: Carlos Banda, Fernando Valladares, Gonzalo Buendía & Christian Rojas
Account team: Juan Camilo Correa, Viviana Exebio & Raquel Lopez
Producers: Alonso Palomino & Sebastián Salinas
Planning team: Rodrigo Revoredo & Carlos José Romero
Production implementation: Petty Publicidad
Production company: Saturno
Film Director: Álvaro Luque
Director’s assistant: Carlos Soto
Executive producer: Cocler Díaz
Producer: Mariajosé Castratt
Client approval: Claudia Doig, Angela Pegam & María Isabel Baca