Tiger Beer, in collaboration with MIT-spinoff Graviky Labs and agency Marcel Sydney, has launched Air-Ink, a clever range of spray paint, markets and pens that are created from air pollution. These Air-Ink products were then distributed to emerging Asian street artists to create murals and advertising in Hong Kong.
To create Air-Ink, devices were developed to capture soot from vehicles’ exhausts. These were fitted to trucks, ferries, chimneys and even cranes around Hong Kong and India. The captured pollutants were then purified and turned into safe, reliable ink for everyday use.
Overall, 150 litres of Air-Ink has been produced, approximating to 2500 hours worth of typical diesel car emissions.
“The streets are not only a great place to drink Tiger, they’re also the place where creativity, ideas and passion are born,” said Mie-Leng Wong, director of international brands at Tiger Beer, Heineken Asia Pacific.
“By using our entrepreneurial spirit to repurpose pollution into ink – the lifeblood of creativity – we’re giving creative people the tools to enhance their streets, and empowering inventors like Anirudh to take small but impactful actions against air pollution.”
“This was definitely a project of passion,” said Sharma, founder of Graviky and former T35 MIT Innovator Of The Year.
“It’s the perfect partnership between technology, art and the streets. It could only be achieved through the collaborative efforts of my team, the artists and a brave brand like Tiger Beer. I’m very proud of what we’ve created.”
“The excitement about where Air-Ink can go – quite literally – tells me that we’re onto something potentially very big here” added David Nobay, founder of Marcel Sydney.
“It was important that the ink itself had to be a high-quality product that artists could use for real street art,” said Scott Huebscher, ECD at Marcel Sydney. “Even the animations in our film were made with Air-Ink.”
The initiative is part of Tiger Beer’s mission to inspire people to ‘uncage the Tiger inside’ to take action for what they are passionate about. Tiger plans to launch more Air-Ink initiatives in other markets across Asia in 2017. Currently, Air-Ink is not commercially available but Tiger is working with Graviky Labs to manufacture more for future projects.
Agency: Marcel Sydney Production
Company: Goodoil Films
Director: Joel Kefali
Executive Producer: Juliet Bishop
Technology Partner: Graviky Labs
Technology Director: Anirudh Sharma
Credits: Jacob’s Garage, Indusspray, Pavithra, 80 Edifice (Bengaluru, India)
Producer: Andrew McLean
DOP: Lachlan Milne
Editor: Simon Njoo
Post Production: Palace
Client: Tiger Beer Music
Producer: Juan Woodbury & Christine Bilich
Music Company: Squeak E Clean
Creative Director (Music): Justin Hori
Sound Design: Rumble Song
Writers: Justin Hori & Alberto Mejia