BOYSEN AUDIO GUIDE

TitleBOYSEN AUDIO GUIDE
ClientPACIFIC PAINT (BOYSEN) PHILIPPINES
Product / ServiceBOYSEN KNOX OUT
CategoryB05. Public Service, Charity & Fund Raising
EntrantTBWA\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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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

Credits

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