THIS IS A TREE

TitleTHIS IS A TREE
BrandPACIFIC PAINT (BOYSEN) PHILIPPINES, INC
Product / ServicePACIFIC PAINT (BOYSEN) PHILIPPINES, INC
CategoryA03. Long-Term Creative Effectiveness
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Idea Creation TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES

Credits

Name Company Position
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Executive Creative Director
Jake Tesoro TBWA\SANTIAGO MANGADA PUNO Creative Director
John Ed De Vera TBWA\SANTIAGO MANGADA PUNO Creative Director
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Art Director
John Ed De Vera TBWA\SANTIAGO MANGADA PUNO Art Director
CJ De Silva - Ong TBWA\SANTIAGO MANGADA PUNO Art Director
Dennis Claveria TBWA\SANTIAGO MANGADA PUNO Art Director
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Copywriter
Ryan Caidic TBWA\SANTIAGO MANGADA PUNO Copywriter
Patrick Gañas TBWA\SANTIAGO MANGADA PUNO Illustrator
Manuel Villafania TBWA\SANTIAGO MANGADA PUNO Illustrator
Nolan Fabular TBWA\SANTIAGO MANGADA PUNO Illustrator
Nikko Zapanta TBWA\SANTIAGO MANGADA PUNO Illustrator
Pauline Ty TBWA\SANTIAGO MANGADA PUNO Illustrator
Arthur Aquino TBWA\SANTIAGO MANGADA PUNO Illustrator
Pampy Mañalac TBWA\SANTIAGO MANGADA PUNO Illustrator
Paulina Ortega TBWA\SANTIAGO MANGADA PUNO Illustrator
Sam Dedel TBWA\SANTIAGO MANGADA PUNO Illustrator
Kara Fillamor TBWA\SANTIAGO MANGADA PUNO Business Director

Summary

Boysen, the Philippines’ number one paint has a long-standing commitment to the environment. With its ISO Environmental Certification issued in 2009, Boysen has since created eco-friendly innovations made primarily for the environment, including KNOxOUT, a special smog-eating paint cleans the air. It contains CristalACTiV™ Technology that reacts and neutralizes harmful nitrogen oxides (NOx) coming from emissions of motor vehicles, solvents from factories and power plants. As part of its commitment to the environment, Boysen needed a campaign that would demonstrate the air-cleaning quality of its KNOxOUT paint in a way that would significantly impact the air pollution levels in Manila, one of the world’s most polluted cities, with air pollution levels above the safety standards set by the Clean Air Act. Pollution has climbed due to the fact that there are no more room in Manila for trees to grow. It also takes more than ten years for a tree to become mature enough to clean the air. Research showed that one square meter of painted surface cleans as much nitrogen oxide as one mature tree. Given this, Boysen used KNOxOUT to create an air-purifying mural across a 100-square-meter wall. The mural consisted of one-square-meter artworks of colorful objects, from rubber ducks, animals, food to toys. Because they were painted with KNOxOUT, each square had the air-cleaning power of one tree. The mural was painted on C5 Highway, Manila’s busiest and most treeless freeway, and was visible to pedestrians and motorists passing by. The artworks were proven to reduce the air pollution by 20%. By doing so, the mural improves the life quality in Manila by solving the worsening air pollution, while improving the aesthetics of the city. Through the message found in every artwork, the mural also effectively demonstrated the air-cleaning power of KNOxOUT to motorists passing by one of Manila’s busiest highways. And through the mural, Boysen continues to uphold its commitment to the environment. The campaign has also been awarded by different industry shows globally, including Cannes Innovation Lions, New York Festivals, London International Awards, Australian Awards, Ad Stars, and Adfest, along with metals from Philippine festivals like Kidlat and Adobo Design Awards. To date, 6,000 square meters of the city’s walls have been painted with Boysen KNOxOUT. More trees are being painted across the city. Sources: “Photocatalytic Surfaces: Environmental Benefits” by the Transport Research Arena Europe “Impact of Photocatalytic Paint on NO2 Levels in a Heavily Polluted Area in Metro Manila” by The Manila Observatory) “Chicago’s Urban Forest Ecosystem: Results of the Chicago Urban Forest Climate Project” by USDA