Brief Explanation

For people to take notice, the brand's message had to be more than just another large tarp lined up along hundreds more. It had to send a powerful message while also setting an example for the rest of the country.

The Brief

Pasig River, Manila's main waterway, was transformed into a huge sewer system through the years. During the 90's, it was considered biologically dead. Shokubutsu HANA, a personal care brand that believes in the restorative powers of nature, wanted to join the movement to restore the river.

How the final design was conceived

The first water-cleaning billboard was created. Powered entirely by nature, the billboard is designed to float on the river itself. It is made of vetiver--perennial, non-invasive grass that absorbs pollutants in wastewater.

Indication of how successful the outcome was in the market

The vetiver in the billboard could clean up to 94% of nitrates, phosphates and heavy metals in the wastewater only four days after planting. It also serves as a reminder for thousands of Filipinos to think twice before throwing garbage into the river. The billboard was talked about on social media, news site, blogs and even on national news. More importantly, it helped clean the most polluted river in the country.