Title | THIS IS A TREE |
Brand | PACIFIC PAINT (BOYSEN) PHILIPPINES, INC |
Product / Service | PACIFIC PAINT (BOYSEN) PHILIPPINES, INC |
Category | A03. Long-Term Creative Effectiveness |
Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Idea Creation | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
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 |
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