Title | PROJECT EDSA |
Brand | PACIFIC PAINT, BOYSEN |
Product / Service | KNOX-OUT PAINTS |
Category | A09. Environmental Design |
Entrant | TBWA\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 |
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 |
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.
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.
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.
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.