Toyota's latest billboards for its Mirai fuel cell car don't just promote its environmental credentials -- they help clean the air themselves.
From April 3 to May 28, 37 billboards in Los Angeles and San Francisco will, it's claimed, reverse the equivalent of 5,285 vehicles worth of nitrogen dioxide emissions per month. Nitrogen dioxide is a key ingredient in acid rain and smog.
The so-called "eco-billboard" uses a titanium dioxide coated vinyl to purify the surrounding area. When oxygen reacts with the energized catalyst, nitrogen dioxide is converted to nitrate and removed from the air. The light-activated, smog-reducing billboards continue to purify the air as long as light, humidity, airflow and the titanium dioxide coating are present.
Pureti Group developed the titanium dioxide coating technology used on the billboards, and Clear Channel Outdoor Americas has exclusive usage rights in the outdoor advertising category.
Toyota highlighted the eco-billboard campaign, which was created by Saatchi & Saatchi L.A., during the first Environmental Media Association Impact Summit in California. A Mirai hydrogen fuel cell vehicle, wrapped with the titanium dioxide coated vinyl, purified the air as guests entered the event.
Gene Leehan, executive vice president and senior regional president, Clear Channel Outdoor Americas, said, "This campaign marks a U.S. first for the use of this technology on OOH, and we look forward to making it available to other like-minded advertisers."