Boysen KNOxOUT, a revolutionary paint that breaks down nitrogen oxide in the air was set to enter the local market with premium pricing. Anticipating resistance from architects and contractors, Boysen decided to focus on an issue far bigger than cost and budget considerations – pollution.
They decided to turn some segments of EDSA, the longest, busiest and most polluted avenue in Metro Manila into a giant billboard with artworks painted by KNOxOUT.
The 1000-square meter stretch painted with KNOxOUT cleaned an equivalent of 660 kilograms of nitrogen oxide, helping drop pollution levels for that area by 20%.
The project gained local and international media attention with news reports by Reuters, German News Agency, CCTV, BBC and Al Jazeera.
CREDITS OF PEOPLE
Melvin Mangada, Chief Creative Officer, TBWA
Jake Tesoro, Creative Director, TBWA
Manuel Villafana, Creative Director, TBWA
Ali Silao, Creative Director, TBWA
John Ed De Vera, Associate Creative Director, TBWA
Deng Tee, Associate Creative Director, TBWA
Niño Reyes, Associate Creative Director, TBWA
Nolan Fabular, Art Director, TBWA
Nico Zapanta, Art Director, TBWA
Laveena Pessumal, Strategic Planner, TBWA
Kara Filamor, Account Director, TBWA