McCann Lima worked with Peruvian gas company Calidda to produce ‘Lima Is Talking,’ an innovative project that collected actual air pollution to communicate the risks of automobile pollution and promote the benefits of natural gas in Lima, Peru, one of Latin America's most polluted cities.
The campaign wrote a message in pollution to local residents about how difficult it has become for it to breathe. The innovation came from a device attached to a prominent billboard location in one of Lima’s busiest traffic locations, which collected CO2 pollution from the atmosphere. The unit stored the CO2 gas, then processed it into a powder. In the transformation process from gas to powder, the powder acted as an ink and was manipulated to slowly write 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.”
Product: Natural Gas
Agency: McCann Lima
Creative EVPs: Mauricio Fernandez-Maldonado/ Christian Caldwell
Creative Directors: Javier Delgado/ Giovanni Macco
Creative team: Carlos Banda/ Fernando Valladares/ Gonzalo Buendía/ Christian Rojas
Account team: Juan Camilo Correa/ Viviana Exebio/ Raquel Lopez
Production: Alonso Palomino/ Sebastián Salinas
Planning team: Rodrigo Revoredo/ Carlos José Romero
Production implementation: Petty Publicidad
Production house: Saturno
Film Director: Álvaro Luque
Director assistant: Carlos Soto
Executive producer: Cocler Díaz
Production: Mariajosé Castratt
Client approval: Claudia Doig/ Angela Pegam/ María Isabel Baca.