The world is in crisis, our future generation might not have an environment left to live & breathe freely. Air pollution is grasping developing nations and the end might not be good. McCann Lima along with Peruvian gas company Calidda came up with an innovative campaign titled ‘Lima Is Talking,’ that collected real time air pollution to pass on the risks of automobile pollution and propagate the benefits of natural gas.
The creative displayed a message about pollution to locals about the impact of pollution and its adverse effect on breathing. This was made possible with a device attached to a billboard strategically located in one of Lima’s busiest traffic locations, which collected CO2 pollution from the atmosphere. The unit stored the CO2 gas, and then converted it into a powder. In the conversion process from gas to powder, the powder acted as an ink and was operated slowly to display a message on the billboard, which began as a blank canvas. After 15 days, the billboard broadcast the final message: “It takes me a lot to breathe.”
The experimental campaign was recorded and was shared across all the social media platforms present. Also, the air pollution powder which was collected was packaged in the media kit and was sent to people of influence as well as press. The focus was aimed to start a discussion on Lima’s dangerous 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,” said Amadeo Arraste, Calidda’s regulation director.
Mauricio Fernández-Maldonado, the creative executive vice president for McCann Lima, said: “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.”