| Title | PROJECT EDSA |
| Brand | PACIFIC PAINT (BOYSEN) PHILIPPINES |
| Product / Service | KNOX-OUT PAINTS |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Entrant Company: | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Advertising Agency: | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Melvin 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 |
| Nino Reyes | Tbwa\santiago Mangada Puno | Copywriter |
| Marianne Roces | Tbwa\santiago Mangada Puno | Curator |
| Nina Jimenez | Tbwa\santiago Mangada Puno | Associate Creative Director |
| Lady San Pedro | Tbwa\santiago Mangada Puno | Copywriter |
| Kara Filamor | Tbwa\santiago Mangada Puno | Account Director |
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.
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.
Air pollution is killing The Philippines. Every year, an estimated 5,000 people die from air-pollution related diseases, most of them in Metro Manila. EDSA, the Philippine’s busiest thoroughfare, generates pollution that’s four times higher than the safety standards set by the World Health Organization. With little to no space for more trees, the pollution on EDSA can only get worse.