SINGAPORE, January 12 2009 -In what is a first for Singapore, Caltex, in conjunction with advertising agency Y&R, created a work of art out of a dirty wall to dramatise the cleaning power of Caltex with Techron®. Set along Kallang Road, the once grime-filled wall was transformed overnight into a beautiful mural by cleaning dirt out of the wall, in a process referred to as reverse graffiti.
Brian Fisher, Caltex Integrated Marketing Manager, Asia Pacific for Chevron International says, "Through this project, we aim to illustrate the cleaning power of our Caltex with Techron® fuel. We also hope to provide the little things, in this case, an innovative wall-mural, for motorists to enjoy as they go about their journey. We will leave this mural up for eight weeks. After that, we will scrub the wall clean, just like how Caltex with Techron® cleans your car's engine."
Bruce Watt, Regional Creative Director for Y&R, said "We were inspired by urban artists in the US, UK and France, where murals were created by cleaning away graffiti and general grime - and they were stunning! When we needed a way to demonstrate "Clean" for Caltex with Techron®, we knew this was a way to bring art into the commercial work that we do, and to create something that people will talk about and enjoy seeing."
The mural was completed overnight and unveiled this morning. Cleaners used a giant stencil and environmentally-friendly cleaning agents to clean the image out of the dirt.
Chevron Corporation is one of the world's leading integrated energy companies with subsidiaries that conduct business across the globe. The company's success is driven by the ingenuity and commitment of approximately 59,000 employees who operate across the energy spectrum. Chevron explores for, produces and transports crude oil and natural gas; refines, markets and distributes transportation fuels and other energy products and services; manufactures and sells petrochemical products; generates power and produces geothermal energy; and develops and commercializes the energy resources of the future, including biofuels and other renewables. Chevron is based in San Ramon, Calif. More information about Chevron is available at http://www.chevron.com/.