Pacific Paints (boysen) Philippines: THIS IS A TREE [Presentation Image]

Credits & Description:

Client PACIFIC PAINT (BOYSEN) PHILIPPINES INC.
Product/Service PACIFIC PAINT (BOYSEN) PHILIPPINES INC.
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
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
Bryan Siy TBWA\SANTIAGO MANGADA PUNO Executive Creative Director
John ed de Vera TBWA\SANTIAGO MANGADA PUNO Creative Director
Bryan Siy TBWA\SANTIAGO MANGADA PUNO Executive Creative Director
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
John ed de Vera/Cj de Silva-Ong TBWA\SANTIAGO MANGADA PUNO Creative Director
Portia Catuira TBWA\SANTIAGO MANGADA PUNO Managing Director
Nolan Fabular TBWA\SANTIAGO MANGADA PUNO Associate Creative Director
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
Dennis Claveria TBWA\SANTIAGO MANGADA PUNO Associate Creative Director
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.