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ID.3 – Eating Pollution

  • VW
  • UK
PHD London > Work > ID.3 – Eating Pollution

To launch VW’s first fully-electric vehicle, the ID.3, we created a media plan that was as green as the car.

In major cities across the UK, we painted mural ads for the ID.3 using a unique air purifying paint called Airlite.

Volkswagen became the first car brand to utilise this OOH production innovation in the UK – creating a media format for the ID.3 that was actively ‘eating’ pollution from the air.

Every 100 square meters of paint used delivered the same effect as if we’d been able to plant 100 square meters of mature woodland, creating an invisible forest on the walls.

When the launch campaign ended, we left a clean air legacy by painting over the murals with white Airlite paint which would continue the job. Across a year, offsetting the emissions of 18 cars.

We also extensively used carbon neutral digital OOH locations which only use green energy to power their screens (below).

Finally, we delivered time-lapse video of the mural sites being painted and ID.3’s message of carbon neutrality across TV, Social and VoD

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