Pacific Paints (boysen) Philippines Promo, Design & Branding, Case study PAINTING by TBWA\santiago Mangada Puno


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Industry Paints, Paint Brushes, Adhesives
Media Promo & PR, Design & Branding, Case study
Market Philippines
Agency TBWA\santiago Mangada Puno
Executive Creative Director Melvin Mangada
Copywriter Marci Reyes
Released December 2009

Credits & Description

Product/Service: KNOXOUT PAINT
Date of First Appearance: Dec 30 2009 12:00AM
Executive Creative Director: Melvin Mangada (TBWA Santiago Mangada Puno)
Creative Director/Art Director: Jake Tesoro (TBWA Santiago Mangada Puno)
Copywriter: Marci Reyes (TBWA Santiago Mangada Puno)
Associate Creative Director/Art Director: Dante Dizon (TBWA Santiago Mangada Puno)
Account Director: Kara Filamor (TBWA Santiago Mangada Puno)
Painter/Artist: Kiko Escora (Freelance)
Painter/Artist: Noli Coronado (Freelance)
Print Production: May Dalisay (TBWA Santiago Mangada Puno)
Final Artist: Alex Castro (TBWA Santiago Mangada Puno)
Media placement: Paintings - 100 Pcs - Mailed to Company CEO's - 30 December 2009
Results and Effectiveness
The product drew positive buzz among netizens particularly in the blogging community. And to fuel the good buzz the product is enjoying, an outdoor art exhibit is already in the works.
Creative Execution
Given the endemic corruption in the government, there's no way they can help us. So we turn to the private sector. Specifically to the people who make all the calls: the powerful CEOs.We discovered a way in to win a CEO's heart: through art. This decade saw the the resurgence of Southeast Asian Art. Now more than ever, more Filipino artists are gaining respect and recognition worldwide.And so the agency conceived Clean Canvas, a collection of artworks created with KNOxOUT paint. Two renowned Filipino artists whose works have been auctioned in Christie's and other fine galleries agreed to collaborate to make this dream project come true: Kiko Escora and Noli Coronado.The masterpiece of the collaboration: one hundred beautiful artworks that purify the air, which were mailed to company CEOs.
Insights, Strategy & the Idea
As home to some of the most polluted highways, Manila's air is ranked fourth among the most-polluted worldwide, resulting to 5,000 respiratory-disease related deaths every year*. Among the most lethal air pollutants emitted by vehicles today is Nitrogen Oxide or NOx. When combined with other air pollutants, NOx can cause lung damage especially among children. Not even green plants can filter it.In 2009, the country's number one paint company, Pacific Paints, the same company which launched the first eco-friendly paint, launched another first: Boysen KNOxOUT. An air cleaning paint that breaks down NOx and turns it into harmless compound. Thus, converting ordinary painted walls into active air depolluting surfaces. Now how do we make sure that a truly remarkable product such as this gets on every exterior wall in the country?