PROJECT EDSA

TitlePROJECT EDSA
BrandPACIFIC PAINT, BOYSEN
Product / ServiceKNOX-OUT PAINTS
CategoryA09. Environmental Design
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Entrant Company:TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Design/Advertising Agency:TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES

Credits

Name Company Position
Melvin M. Mangada TBWA\Santiago Mangada Puno Executive Creative Director
Jake Tesoro TBWA\Santiago Mangada Puno Creative Director
Manuel Villafania TBWA\Santiago Mangada Puno Creative Director
Ali Silao TBWA\Santiago Mangada Puno Associate Creative Director
Denise Tee TBWA\Santiago Mangada Puno Associate Creative Director
Nolan Fabular TBWA\Santiago Mangada Puno Art Director
Nico Zapanta TBWA\Santiago Mangada Puno Art Director
Nino Reyes TBWA\Santiago Mangada Puno Copywriter
Nina Jimenez TBWA\Santiago Mangada Puno Associate Creative Director
Lady San Pedro TBWA\Santiago Mangada Puno Copywriter
Marianne Roces Curator
Kara Filamor TBWA\Santiago Mangada Puno Account Director

Brief Explanation

The murals with positive messages were painted in tree-less public areas as a reminder that it’s easier to breathe when we clear the air. Two murals measuring 5 x 3.5 and 2.5 x 6 meters were painted in the heart of the city’s business district to reach and benefit office-workers around the area.

The Brief

Boysen KNOxOUT is a revolutionary paint that filters harmful nitrogen oxides to clean the air. One square meter painted with KNOxOUT has the cleaning power of one mature tree. The project aims to create awareness for the product by painting it in places that would benefit from it. The effort is geared towards Filipino city dwellers of all ages.

How the final design was conceived

Boysen, the country’s leading paint, would turn air-cleaning into an art form with Project EDSA—the Philippines’ first curated public art initiative. Boysen teamed up with artists from all over the globe to paint giant murals along 24 kilometers of EDSA’s walls. The artworks would be painted with Boysen KNOxOUT—a revolutionary smog-eating paint. To be effective, each of the 8 artists would use 1,000 square meters of wall as their canvas.

Indication of how successful the outcome was in the market

So far, a 20% reduction in air pollution has already been credited to the finished murals. 3 murals have already been exhibited. When the project is finished in 2013, 8,000 square-meters of walls would’ve been painted with KNOxOUT, equivalent to planting 8000 trees. Today, EDSA is a highway of beautiful artworks, and the site of the world’s biggest air purifier.