The billboard that absorbs air pollutants
Momentum Philippines, the brand activation and shopper marketing discipline of McCann Worldgroup, is giving commuters a breath of fresh air by creating the country’s first plant billboard that helps protect the environment. This poster is for Coca-cola and World Wide Fund for Nature Philippines (WWF).
The 60×60 ft. plant billboard utilizes the most creative and innovative eco-friendly mechanisms. Located in the heart of Manila’s busiest road, the billboard uses 3,600 pots of thriving species of Fukien tea plant, which absorbs air pollutants. Each plant can absorb an average of 13 pounds of carbon dioxide a year, averaging to 46,800 pounds of dissolved toxic chemicals. Recycled Coca-cola bottles were used as pots; all filled with mixture of industrial by-products & organic fertilizers. A drip irrigation system, also known as trickle irrigation or micro-irrigation, was especially installed for efficient water distribution. This irrigation method saves water and fertilizer by allowing water to drip slowly to the roots of plants, providing them with what they need when they need it.
The Philippine media and blogging community has noticed the billboard. News about its unveiling even landed in the front page of one of the country’s top dailies. It spurs talks about the environment, sustainability, climate protection.
“We are proud that we have brought to life the first plant billboard in the country. It is an embodiment of our company’s Live Positively commitment to making a positive difference in the world by incorporating sustainability into everything that we do. With this, we hope to inspire Filipinos to join us in our journey, because we know that together, we can make a positive impact,” said Guillermo Aponte, president of Coca-Cola Philippines.
Majo Tomas, head of Momentum, said: “We wanted to create a campaign that will make an impact amidst Manila’s jungle of out-of-home ads. With the positive attention the plant billboard is getting, we are confident that we will fulfill the campaign’s ultimate objective- encourage Filipinos to be active participants in making a positive impact to the environment. That will be Momentum’s biggest achievement- to transform not only out-of-home advertising, but also the Filipinos’ mindset and ways as well.”
Accounts:
Majo Tomas – OIC, Momentum
Bernadette Chincuanco – Managing Partner
Creatives:
Peter Acuna- Deputy Executive Creative Director
Joseph Velasquez- Head of Art
Coca-Cola Philippines:
Johanna Hife- Live Positively Manager
Franz Decloedt- Group Brand manager
Jaideep Kibe- Sparkling Category Director
Shakir Moin- Pacific Group Director Coke Trademark and Region Marketing Director
Guillermo Aponte, President and General Manager
Media:
Yasmin Mallari
Supplier:
Anthony Gaw (Golden Touch)