MANILA, Philippines - TBWA\Santiago Mangada Puno was proclaimed the Grand Prix winner in the 2012 Disruption Awards for the Boysen KNOxOUT Project EDSA: Clean Air Campaign, beating over 80 countries in the global TBWA network.
It was the agency’s first time to join and win in the prestigious competition.
The TBWA Disruption Awards champions the champions of disruptive thinking — a key methodology for TBWA offices to help businesses fast track their growth strategies. These awards honor excellent campaigns created in 291 TBWA offices placed in 77 countries.
‘Project EDSA’ (Everyone Deserves Safe Air) is essentially the world’s largest air purifier. This collaborative effort between client and ad agency is a series of murals painted by renowned international artists on an 8km stretch of highway.
Using Boysen’s KNOxOUT air-purifying paint, the murals on 8,000 square feet act like 8,000 mature trees in filtering nitrogen oxide out of the air – once completed it may eliminate up to 1,280 kg of NOx per year.
Project EDSA is an ambitious endeavor that both beautifies and purifies Manila’s busiest and most polluted thoroughfare. It has caught the attention of local and international media and has garnered positive reviews.
Jackie Ongking of Pacific Paint (Boysen) Philippines, Inc. says, “ EDSA represents the best of the Filipino with the People Power Revolution. On the other hand, it is also associated with our city’s traffic and pollution problem. Boysen KNOxOUT: Project EDSA seeks to rekindle the spirit of people power and rally the people to fight the problem of air pollution. We are fortunate that the project’s unique blend of art and science has been effective in getting our message across.”
Project EDSA aims to be completed in 2013.