blowUP media Netherlands improve the air quality with air-purifying Giant Posters in large cities

The sustainable coating ‘The Pure’ was used in Eneco’s campaign on the Giant Posters on Rotterdam’s Lijnbaan and Eindhoven’s Beursgebouw. The transparent layer of active titanium dioxide applied to the PVC-free Giant Posters breaks down harmful substances such as exhaust nitrogen oxides. A perfect match with blowUP media’s net-zero ambition and Eneco’s belief to be climate neutral together with clients and partners.

2nd August 2022

Marga Jordaans, Sr Marcom & Content specialist at Eneco explains: “Together with our advertising agency Publicis Groupe and media partner Mindshare we worked on making our advertising campaign even more sustainable. Thus, in addition to the more sustainable production of our television commercial we also chose the more sustainable Giant Posters of blowUP media. This step towards being climate-neutral in 2035 is another example of ‘we are doing it now’!”.

Ernst Vos, Chief Commercial Officer blowUP media Group: “At blowUP media we feel responsible for the cities we are active in. Next to profit we try to contribute to a more sustainable economy, using our business as a force for good. Our Giant Posters in Benelux are made of ECHO®, free of PVC and made from PET bottles and sea plastics. We grow vertical gardens with CO2 reducing plants around our digital screens. We constantly optimize the energy performance of our LED screens and we have partnered with ecosystem restoration organisation Justdiggit in Europe for eight years now. Soon, the emissions resulting from each advertising campaign in the Benelux will be offset by certified climate protection projects. We are very proud to launch the first air-purifying Giant Posters in the Netherlands, together with Eneco.”

“The Pure is our next sustainable step to set new standards in our industry. With our green products such as The Pure we offer brands a lever to achieve a positive effect on the environment with large-format outdoor advertising,” says Katrin Robertson, CEO blowUP media Group.

OOH specialist Kinetic played an important advisory role for this sustainable Out of Home campaign.

About The Pure

An ultra-thin, transparent layer made of titanium dioxide coating gives the advertising fabric unique properties under daylight. ‘The Pure’ coating is non-toxic and harmless to people and the environment. By means of photocatalysis, the coating frees the air of all polluting and harmful substances such as nitrogen oxides and fine dust, for a cleaner world and an even more powerful effect of the advertising campaign. The Giant Poster material used by blowUP media in the Benelux is made of ECHO®, PVC-free and made of PET bottles and sea plastic. Since 2016 more than 90,000 kilograms of PET bottles have been recycled. Only water-based ink with the ÖKOTEX environmental label is used.

Learn more about our sustainable initiatives here.