Maybe you don’t know much about Lima, but one thing you need to know is that air pollution is a huge problem there. In fact, Lima is the 2nd most polluted city in Latin America. Pollution, no doubt, is seriously choking the city.
One Peruvian company is trying to change that with its newest brand-awareness ad campaign directed at drivers in the city.
The campaign stars a blank white billboard in a busy intersection in Lima. As more and more drivers pass the billboard, the pollution from their cars starts changing the billboard. Special letter paint begins to absorb the pollutants and CO2 particle, spelling out a message.
Meanwhile, a voiceover talks to the viewers, as if the voice is Lima itself. A powerful example of taking something ugly and using it to tell a story…
