Campaign details

Advertiser: Pacific Paints Philippines
Brand: Boysen
Agency: TBWA\Santiago Mangada Puno
Country: Philippines

Campaign Summary

Manila is one of the world's most polluted cities, with air pollution levels well above the safety standards of the Philippine Clean Air Act. The city needs more trees to reduce air pollution. However, it takes more than ten years for one tree to become mature enough to clean the air and there is no more space for it. Boysen, the country's number one paint and staunch advocate of the environment created project EDSA in 2013 – giant air-cleaning artworks in Manila's most polluted streets.

Its murals were made with KNOxOUT, a special smog-eating paint that cleans the air. One square meter of Boysen KNOxOUT painted surface cleans as much nitrogen oxide as one mature tree. Given the lack of wall space, Boysen 'This is a Tree' expanded the project by painting one-square-meter artworks along Manila's busiest and most treeless highways making Manila greener & more beautiful.

Marketing Context