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  • SUB CATEGORY :
    PRODUCT DESIGN: INNOVATIVE & SUSTAINABLE DESIGN
  • COMPANY ENTERING :
    TBWA\SANTIAGO MANGADA PUNO, MANILA
  • TITLE :
    THIS IS A TREE
  • BRAND :
    PACIFIC PAINT (BOYSEN) PHILIPPINES INC
  • ADVERTISER :
    PACIFIC PAINT (BOYSEN) PHILIPPINES INC
  • AGENCY :
    TBWA\SANTIAGO MANGADA PUNO, MANILA
  • CHIEF CREATIVE OFFICER :
    MELVIN M. MANGADA
  • EXECUTIVE CREATIVE DIRECTOR :
    MELVIN M. MANGADA
  • CREATIVE DIRECTOR :
    JOHN ED DE VERA
  • COPYWRITER :
    MELVIN MANGADA/RYAN CAIDIC
  • ART DIRECTOR :
    MELVIN MANGADA/JOHN ED DE VERA/CJ DE SILVA-ONG/DENNIS CLAVERIA
  • ILLUSTRATOR :
    PATRICK GAŃAS/MANUEL VILLAFANIA/NOLAN FABULAR/
    NICO ZAPANTA/PAULINE TY/ALI SILAO/ARTHUR AQUINO/
    PAMPY MAÑALAC/PAULINA ORTEGA/SAM DEDEL
  • ACCOUNT DIRECTOR :
    KARA FILAMOR
  • BACKGROUND OVERVIEW :
    MANILA IS ONE OF THE WORLD’S MOST POLLUTED CITIES, WITH AIR POLLUTION LEVELS ABOVE THE SAFETY STANDARDS SET BY THE CLEAN AIR ACT. THE NEED FOR MORE TREES THAT CAN REDUCE AIR POLLUTION HAS NEVER BEEN GREATER. HOWEVER, IT TAKES MORE THAN TEN YEARS FOR ONE TREE TO BECOME MATURE ENOUGH TO CLEAN THE AIR.
    ON TOP OF THAT, THERE IS VIRTUALLY NO MORE ROOM IN THE CITY FOR TREES. BOYSEN, THE COUNTRY’S NUMBER ONE PAINT, IS A STAUNCH ADVOCATE OF THE ENVIRONMENT. THEIR INNOVATIONS HAVE BEEN CERTIFIED BY LEED (LEADERSHIP IN ENERGY AND ENVIRONMENTAL DESIGN), AN INTERNATIONAL BENCHMARK FOR GREEN BUILDING.
    THIS INCLUDES 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. USING KNOXOUT, BOYSEN AND ITS CREATIVE AGENCY PAINTED ONE-SQUARE-METER ARTWORKS ALONG MANILA’S BUSIEST AND MOST TREELESS HIGHWAYS. BECAUSE THEY WERE PAINTED WITH AIR-CLEANING KNOXOUT PAINT, EACH ARTWORK HAD THE CLEANING POWER OF ONE MATURE TREE.