Brands seem to do everything to position themselves in the ‘clean urban era’. Doing so they increasingly spend marketing budgets to make cities better. With this rather ironical campaign — there are still many Toyotas out on the streets that producing tons of NO2 — Toyota takes at least a step in the right direction. Using billboards to improve the air quality is interesting as many people hate billboard advertising. This campaign shows that these structures, that are omnipresent all around the world, could potentially have a new function, right there where they are needed most: along and above the highway.
Toyota is not the first advertiser to purify the air with billboards. In 2014 the University of Technology and Engineering in Lima created a billboard transforming dirty air into potable water.