Caltex gets graffiti on public wall

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."

Work on the mural began late Sunday night and was completed early Monday morning, with the final product depicting what looks like a cheery urban community. Cleaners used a giant stencil and environmentally-friendly cleaning agents to clean the image out of the dirt.