Pollution-Revealing Billboards

In an effort to promote the use of natural gas, agency McCann Lima has introduced a billboard that reveals its message after its comes in contact with polluted air.

Lima, according to the World Health Organization, is the second most polluted city in Latin America. In order to get its message across, this innovative campaign created a billboard that requires polluted air particles to display its message. The billboard, which started blank, quickly revealed its message, after spending just a few days by a heavily trafficked area.

This campaign highlights the positive effects of natural gas, while serving as an effective and memorable marketing technique for the Peruvian natural gas company, Calidda. According to the agency, the sign was created with the intention of giving the city an unavoidable voice.