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Five years ago, São Paulo enacted Lei Cidade Limpa, the Clean City Law, which saw a near-total ban on out-of-home advertising and the removal of thousands of billboards. While the ad industry complained, it’s accepted wisdom that the majority of Paulistanos approved and continue to approve of the measure and the results. So why are there now three 120-foot, riotously colorful GE ads adorning buildings in busy areas of the city? Because they’re art. Art from GE.

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