BP: Clean Graffiti

BP is hyping its reduced-emissions Ultimate fuel with a global multimedia campaign that includes this "Clean Graffiti" outdoor message, seen in London. The technique involves a stencil and a high-pressure hose to simply "clean" th

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BP is hyping its reduced-emissions Ultimate fuel with a global multimedia campaign that includes this "Clean Graffiti" outdoor message, seen in London. The technique involves a stencil and a high-pressure hose to simply "clean" the message onto a dirty surface. This is the first of a series of such executions planned for Europe, says O&M/London CD Neil Dawson. "To the casual observer it may look like guerrilla marketing, but we're indeed seeking permission for all the sites. We're also in discussion with several London councils to produce ads in tunnels and under railway bridges. The added benefit for them is that after a period of time we clean the whole wall. No wonder they like the idea!" This initial execution was handled entirely in-house, but larger ones will be designed at Ogilvy and executed by a cleaning company, says Dawson.
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About

Credits
Date
Sep 25, 2006
CD/AD/CW:
Neil Dawson
Client:
BP
Agency:
Ogilvy & Mather London
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