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.
Pollution-Revealing Billboards
Agency McCann Lima's Billboard Reveals Its Message in Polluted Air
Trend Themes
1. Pollution-responsive Marketing - The use of innovative advertising techniques that respond to pollution levels presents an opportunity for businesses to highlight their sustainable practices and products.
2. Environmental Awareness Campaigns - Creating visually impactful campaigns that raise awareness about pollution and its effects can drive positive changes in consumer behavior.
3. Technology-enabled Environmental Messaging - Leveraging technology, such as pollution sensors or interactive displays, to deliver environmental messages in a creative and engaging way can capture consumer attention and spark conversations.
Industry Implications
1. Clean Energy - The clean energy industry can explore pollution-revealing billboards as a means to promote the environmental benefits of their offerings.
2. Advertising & Marketing - The advertising and marketing industry can adopt pollution-responsive techniques to create impactful campaigns for brands that prioritize sustainability.
3. Environmental Technology - The environmental technology industry can develop innovative pollution-sensing technologies that can be integrated into various advertising mediums, offering real-time environmental messaging opportunities.