Using Out-of-Home media to promote brands and products can also be a way to contribute to the health of the planet and people. Thanks to a coating developed in partnership with NASA, billboards, banners and outdoor panels are used as air purifiers.
The coating, called Pureti Print, was created by the Spanish company Estudios Durero, and does not alter the appearance of the ads. According to the manufacturer, applying the product on a surface of 1 m2 has a purifying effect equivalent to that of an adult tree. The treatment is based on a process called photocatalysis, activated by sunlight, which helps remove bad odors, mold, pollutants and bacteria from the air.
One of the most recent applications of the product was made in July by the Guggenheim Museum Bilbao, in Spain, to advertise current exhibitions, with a purifying effect compared - by the museum - to that of 700 trees. The technology was also used at the end of last year at the Santiago Bernabéu Stadium, home of the Real Madrid club, during the 25th United Nations Climate Change Conference.