Pacific Paints (boysen) Philippines Case study PROJECT EDSA by Tbwa\santiago Mangada Puno

PROJECT EDSA

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Industry Paints, Paint Brushes, Adhesives
Media Case study
Market Philippines
Agency Tbwa\santiago Mangada Puno
Released May 2012

Awards

One Show 2013
One Show Design Spatial Design / Outdoor Spaces Silver

Credits & Description

Type of Entry Media: Use of Media
Category Best Use of Ambient Media: Large Scale
Title PROJECT EDSA
Advertiser/Client PACIFIC PAINT (BOYSEN) PHILIPPINES
Product/Service KNOX-OUT PAINTS
Entrant Company: TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Advertising Agency: TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Melvin Mangada Tbwa\santiago Mangada Puno Executive Creative Director
Jake Tesoro Tbwa\santiago Mangada Puno Creative Director
Manuel Villafania Tbwa\santiago Mangada Puno Creative Director
Ali Silao Tbwa\santiago Mangada Puno Associate Creative Director
Denise Tee Tbwa\santiago Mangada Puno Associate Creative Director
Nolan Fabular Tbwa\santiago Mangada Puno Art Director
Nino Reyes Tbwa\santiago Mangada Puno Copywriter
Marianne Roces Tbwa\santiago Mangada Puno Curator
Nina Jimenez Tbwa\santiago Mangada Puno Associate Creative Director
Lady San Pedro Tbwa\santiago Mangada Puno Copywriter
Kara Filamor Tbwa\santiago Mangada Puno Account Director
Results and Effectiveness:
So far, a 20% reduction in air pollution has already been credited to the finished murals. 3 murals have already been exhibited. When the project is finished in 2013, 8,000 square-meters of walls would’ve been painted with KNOxOUT, equivalent to planting 8000 trees. Today, EDSA is a highway of beautiful artworks, and the site of the world’s biggest air purifier.
Creative Execution:
Boysen, the country’s leading paint, would turn air-cleaning into an art form with Project EDSA—the Philippines’ first curated public art initiative. Boysen teamed up with artists from all over the globe to paint giant murals along 24 kilometers of EDSA’s walls. The artworks would be painted with Boysen KNOxOUT—a revolutionary smog-eating paint. To be effective, each of the 8 artists would use 1,000 square meters of wall as their canvas.
Insights, Strategy and the Idea:
Air pollution is killing The Philippines. Every year, an estimated 5,000 people die from air-pollution related diseases, most of them in Metro Manila. EDSA, the Philippine’s busiest thoroughfare, generates pollution that’s four times higher than the safety standards set by the World Health Organization. With little to no space for more trees, the pollution on EDSA can only get worse.