Title | THIS IS A TREE |
Brand | PACIFIC PAINT (BOYSEN) PHILIPPINES INC. |
Product / Service | PACIFIC PAINT (BOYSEN) PHILIPPINES INC. |
Category | D04. Spatial Brand Installation & Experience |
Entrant | TBWA\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 |
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 |
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.
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.
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.