Floating ad can clean between 2 and 8 thousand gallons of water per day.
Advertising is often associated with products we don’t need, and messages that get drilled into our head whether we like or not, but there are a few that try and take a different approach. One of the latest examples is a floating billboard from the Japanese beauty brand Shokubutsu HANA. Installed on the extremely polluted Pasig River in the Philippines, the billboard is made from a type of grass that can absorb toxic materials and help to reduce pollution.
The billboard is made from Vetiver, a perennial, non-invasive grass often used to treat wastewater and stabilize landfills and garbage dumpsites, with the simple message, “CLEAN RIVER SOON.” According to Hana’s website, the billboard is able to clean 2 to 8 thousand gallons of water per day, thanks to its ability to tolerate high levels of nitrates, phosphates and heavy metals.
While this particular billboard was created to fit with Hana’s belief that healthy beauty can be brought about by the restorative power of nature, it’s also in line with a recent trend to create restorative advertising. Another great example is the air-purifying billboard in Peru that can generate more clean air than 1,200 trees. With the environment continuing to take a nosedive, we can only hope that more ad agencies try and come up with ideas that give something back.
The billboard is the first of its kind in the Philippines, and came about from a collaboration between Hana, The Pasig River Rehabilitation Commission, Vetiver Farms Philippines and the advertising agency TBWA\SMP. More water billboards are planned for various sections of the river, which might also be used to make people think twice before dumping their trash in the water.