THIS IS A TREE

Bronze Spike

Case Film

Presentation Image

TitleTHIS IS A TREE
ClientPACIFIC PAINT (BOYSEN) PHILIPPINES INC.
Product / ServicePACIFIC PAINT (BOYSEN) PHILIPPINES INC.
CategoryD04. Spatial Brand Installation & Experience
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Idea Creation TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Production TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES

The Campaign

The idea was to use KNOxOUT to paint one-square-meter artworks on one of Manila's busiest and treeless highways. The artworks would clean the air while showcasing the paint at the same time. Because they were painted with air-cleaning KNOxOUT paint, each artwork had the cleaning power of one mature tree.

Creative Execution

To make the biggest impact on the environment, Boysen and its agency chose locations that had the heaviest traffic of vehicles emitting CO2 pollutants in the air. Boysen zeroed in on the C5 Highway in Pasig and Chino Roces in Makati, two of the busiest roads in Manila. Within these areas, Boysen surveyed and chose walls with an area larger than 100 square meters to paint a bigger group of artworks that would effectively lower the air pollution in the area. The artworks consisted of striking and colorful portraits of rubber ducks, birds, food, toys, and other objects. Each artwork was completed overnight.

Indication of how successful the outcome was in the market

The artworks reduced the air pollution in the area by 20%. To date, 6,000 square meters of the city’s walls have been painted with Boysen KNOxOUT, including those from a previous campaign launched in 2012. More and more trees are also being painted across the metro, such as schools, parking lots and factories. More results will be available once completed.

Credits

Name Company Position
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Executive Creative Director
John ed de Vera TBWA\SANTIAGO MANGADA PUNO Creative Director
Ryan Caidic TBWA\SANTIAGO MANGADA PUNO Copywriter
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Copywriter
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Art Director
John Ed De Vera TBWA\SANTIAGO MANGADA PUNO Art Director
Portia Catuira TBWA\SANTIAGO MANGADA PUNO Managing Director
Nolan Fabular/ Manuel Villafania TBWA\SANTIAGO MANGADA PUNO Illustrators
Nico Zapanta/ Pauline Ty/ Ali Silao TBWA\SANTIAGO MANGADA PUNO Illustrator
Arthur Aquino/Pampy Manalac/Pauline Ortega/Sam Dedel TBWA\SANTIAGO MANGADA PUNO Illustrator
Kara Filamor TBWA\SANTIAGO MANGADA PUNO Business Unit Director
Patrick Gañas TBWA\SANTIAGO MANGADA PUNO Illustrator
Dennis Claveria TBWA\SANTIAGO MANGADA PUNO Art Director
Cj de Silva-Ong TBWA\SANTIAGO MANGADA PUNO Art Director