Absolut is known worldwide for it’s unique way of using art as tool of change and progress. We went from speech to action, through an effort that actually helps build a better tomorrow, proving that the brand we impact the world in a positive way.

Street Trees are the first sustainable murals that make Mexico City breaths, proving that it’s possible generate advertising on outdoors in a sustainable way, amplifying our message without polluting. Going even further: accomplish one tangible and positive function to the environment.

To make it happen, we partnered with Airlite, a 100% ecological paint that eliminates 99% of the bacteria in the air thanks to the patented photocatalytic action. This technology acts in a very similar way as trees with photosynthesis, transforming the carbon dioxide into O2.

Mexico City is one of the most polluted cities in the world. To help solve this problem, Absolut decided to create an outdoor campaign that actually helped “Create a Better Tomorrow” instead of just using the line as a tagline.

Muralism is one of the biggest artistic expressions in Mexico. Adding this to Absolut’s philosophy, we transformed buildings into ecological outdoors that purify the air, as real trees do.

Boa Mistura and Revost, two famous street artists, helped us transform walls into sustainable art pieces that—not only decorate the most important avenues of Mexico City— but will also help to reduce the environmental impact caused by daily CO2 emissions over the next 10 years.

Being our target millennials and people worried for the environment and for other social problematics, we decided the money should accomplished not only the advertising expects of the brand, but also those of our audience. They look for brands with real purposes and engagement with society and the planet.

Passing from the Obsolete to Absolut, we rather use that budget to create art pieces and give a message that goes beyond the advertising. We decided to go even further and looked for an idea that accomplish one tangible and positive function to the environment.

In six moths we achieved:

- September 2018: We did paint tests on labs.

- October 2018: We did the scouting of the main avenues and hallways in Mexico City.

- November 2018: We looked for artists that joint with the philosophy of Absolut.

- December 2018: The planning and execution strategy were made.

- January 2019: Artists create the design.

- February 2019: Artists paint the murals.

- March 2019: Press conference and launching.

Absolut and Airlite, using creativity and art, transformed conventional outdoors into iconic pieces of art (murals on buildings) that purify the air in the city. As long as there were walls and Airlite, we can continue to oxygenate more and more Mexico City.

The added value we gave to the brand with this campaign was to prove that Absolut is an inspiration driver that helps us to have a better world through technology, art and creativity.

Street Trees is not just to inspire our target, but also it has became an example for other brands in Mexico and the rest of the world.

Absolut in collab with Airlite, is purifying with murals on buildings, the same quantity of air than 2,000m2 of real trees. For the next 10 years, we’ll eliminate the pollution of 600,000 cars.

Since the launch of the campaign in Mexico, the love to the brand increased up to 80%. This is an idea that has a positive impact in long terms, so in this first stage we’ve achieved to increase the sales up to 5%, until now.