Right Brain, Left Brain Blog

« Reaching the ‘selfie-aware’ – how brands should approach students | Main | Social media in 2018: top 3 predictions and tips »

08 December 2017

Innovative OOH Ad of the Week: CALIDDA ‘Lima is talking’ (Peru)


Lima talks

According to the World Health Organisation, Lima is the second most polluted city in Latin America. To promote the benefits of natural gas to mitigate this situation, McCann Lima has created an innovative OOH campaign for Peruvian gas company CALIDDA that gives a voice to the country’s capital, so that the city could “express” how difficult it has become for it to breathe.

The project collected actual air pollution to communicate the hazards of car pollution and the benefits of natural gas. By attaching a device to a prominent outdoor ad location in one of Lima’s busiest traffic locations, CO2 pollution was collected by the unit from the atmosphere. The unit stored the gas and then processed it into a powder which acted as an ink and was manipulated to slowly write a message on the billboard.

From starting out as a blank canvas, after 15 days the billboard broadcast the final message: “It takes me a lot to breathe”. The message was literally written with air pollution.

The experiment was filmed and shared across social media. Furthermore, the air pollution powder was packaged in a media kit and sent to influencers and the press, along with an invitation to the public to debate Lima’s appalling air pollution.

Check out the short film below:


Related Posts Plugin for WordPress, Blogger...


Feed You can follow this conversation by subscribing to the comment feed for this post.

The comments to this entry are closed.

About this blog

  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

Cream Subscribers

Other C Squared Products

C Squared logo

© C Squared Holdings Ltd.

115 Southwark Bridge Rd,
London, SE1 0AX.

Registered Number: 5272863
VAT REG NO: GB127 6174 12

Made with Fantastic Thinking