Title | BOYSEN AUDIO GUIDE |
Brand | PACIFIC PAINT (BOYSEN) PHILIPPINES |
Product / Service | BOYSEN KNOX OUT |
Category | B05. Public Service, Charity & Fund Raising |
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 |
---|---|---|
Cheese Bagnes | Tbwa\santiago Mangada Puno | Agency Producer |
Sunny Lucero | Tbwa\santiago Mangada Puno | Agency Producer |
Nino Reyes | Tbwa\santiago Mangada Puno | Copywriter |
Jake Tesoro | Tbwa\santiago Mangada Puno | Creative Director/Art Director |
Melvin Mangada | Tbwa\santiago Mangada Puno | Executive Creative Director |
Create awareness for Boysen KNOxOUT—a revolutionary smog-eating paint from the Philippines' leading paint manufacturer. Client and agency agreed that traditional advertising wouldn’t be enough to promote KNOxOUT. It had to be seen and experienced.
The creative solution works for the product perfectly as it effectively demonstrates its air-cleaning power on the country's busiest and most polluted highway. 2 million Filipinos passing through EDSA can see the artworks daily. These are things that traditional advertising wouldn't have solved.
To do this, Boysen created Project EDSA. Boysen teamed up with artists from all over the globe to paint massive murals along EDSA—the Philippines’ longest, most polluted highway. The artists would use 1,000 square meters of wall as canvas. Each of the 8 artists designed their artworks according to the specifications of the highway, with design themes inspired by the history of the area assigned to them. The artworks would be painted with Boysen KNOxOUT which means the curated art initiative would also become the world’s biggest air filter. This year, the Project finished the 5th of project EDSA's giant artworks--Tree Lungs. The 1000 sqm row of trees has proven to be the most popular of the designs.
The project caught media attention. A 20% drop in air pollution has already been credited to the painted walls.* The last 8,000 square meters of walls will be painted this year, equivalent to planting 8,000 trees, making it the world’s biggest air filter. *as measured by the Manila Observatory Urban Air Quality Program