Volkswagen is celebrating two highly prestigious awards won at the Cannes Lions International Festival of Creativity 2021. They were presented to the brand for its innovative ‘pollution-eating mural’ campaign, promoting the ID.3 electric vehicle (EV) and its focus on protecting the environment.
At the Cannes Lions International Festival of Creativity 2021, the campaign was entered into the Print/Out Of Home (OOH) and Automotive categories. It won a Gold Lion award in the former category and a Bronze Lion in the latter.
The outdoor murals, which advertise the ID.3 by showcasing its green credentials, are painted using Airlite paint. This filters the air around it, removing traffic-borne pollutants from the local atmosphere and improving the air quality of the area.
The murals were applied to the sides of buildings in major cities around the UK including Birmingham, Bristol, Cardiff, Glasgow, London and Manchester. Such is the effect of the Airlite paint, that every 100 square metres of paint used is the equivalent to planting 100 square metres of mature woodland.
This is the equivalent of offsetting the annual emissions of 18 cars. When the campaign concluded, the murals were painted over with white Airlite paint, allowing the pollution-eating benefits to continue.
The Volkswagen ID.3 electric car itself is delivered to customers as a carbon-neutral product according to the independent body TÜV NORD CERT, which examines the entire supply chain, manufacturing process and all logistics. The model is manufactured carbon-neutrally in Zwickau, Germany.
The Zwickau plant is powered by renewable energy and the brand has worked closely with suppliers, in particular the battery-cell manufacturers, to ensure that they too use renewable energy. Unavoidable emissions are compensated through internationally recognised climate protection projects.
The ID.3 is the world’s first fully electric vehicle to be produced with this carbon balance. Volkswagen encourages ID.3 owners to continue to use green energy for charging so that the vehicle remains carbon-neutral. It’s great to see the ID.3 electric car associated with such an important creative award and always good to see zero-emissions mobility featured here.
Glyn Butterworth, Volkswagen UK national communications manager, said: “These awards are among the most prestigious that you can win in marketing and reflect the hard work, innovation and passion that went into realising this campaign. We’re very grateful for this recognition and so proud of the team behind making this happen.
“These extraordinary accolades reflect an extraordinary campaign, which in turn celebrates an extraordinary car, itself an award-winner many times over, just a year into its life.”