Client and agency agreed that traditional advertising wouldn’t be enough to promote KNOxOUT. It had to be seen and experienced.

Create awareness for Boysen KNOxOUT—a revolutionary smog-eating paint.

To do this, Boysen created Project EDSA.

Boysen teamed up with artists from all over the globe to paint massive murals along EDSA—the Philippines’ longest, most polluted highway. The artists would use 1,000 square meters of wall as canvas. Each of the 8 artists designed their artworks according to the specifications of the highway, with design themes inspired by the history of the area assigned to them.

The artworks would be painted with Boysen KNOxOUT which means the curated art initiative would also become the world’s biggest air filter.

The project caught media attention. A 20% drop in air pollution has already been credited to the painted walls.* The last 8,000 square meters of walls will be painted this year, equivalent to planting 8,000 trees, making it the world’s biggest air filter.

*as measured by the Manila Observatory

Urban Air Quality Program