| Title | THIS IS A TREE |
| Brand | PACIFIC PAINTS, 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 Mangada | TBWA\Santiago Mangada Puno | Chief Creative Officer/Copywriter |
| Manuel Villafania | Tequila Manila | Creative Director |
| Jake Tesoro | TBWA\Santiago Mangada Puno | Creative Director/Art Director |
| John Ed De Vera | Tequila Manila | Art Director |
| Alfredo Silao | TBWA\Santiago Mangada Puno | Associate Creative Director/Art Director |
| Nolan Fabular | Tequila Manila | Art Director |
| Melvin Mangada | TBWA\Santiago Mangada Puno | Creative Director |
The problem is how to create awareness for KNOxOUT. Both client and agency agreed that traditional advertising wouldn’t be enough. KNOxOUT had to be experienced.
Boysen the Philippines’ leading paint manufacturer is known for environment-friendly paints. Their most revolutionary product is BoysenKNOxOUT—a special smog-eating paint.
Create the world’s largest air purifier—Project EDSA. Murals were painted along 24 kilometers of Manila’s busiest, most polluted highway. The “This is a tree” work occupies 1000 of the 8000 square meter surface painted with BoysenKNOxOUT. The artwork cleans as much nitrogen oxide as one mature tree.
The project caught media attention and was covered by local and international stations including CNN, BBC, Al Jazeera and Reuters. Specialists in urban air quality also attributed to the murals a 20% reduction in air pollution.