A marketing campaign for the Volkswagen ID.3 has won medals at the Cannes Lions International Festival of Creativity 2021.

The campaign was entered into the Print / OOH (Out Of Home) and Automotive categories, winning a Gold Lion in the former, and a Bronze Lion in the latter. The outdoor murals, which advertise the ID.3 by showcasing its green credentials, are painted using ‘Airlite’ paint, which filters the air around it, removing traffic-borne pollutants from the local atmosphere and improving the air quality of the area.

The murals were applied to the sides of buildings in major cities around the U.K. - Birmingham, Bristol, Cardiff, Glasgow, London and Manchester. Such is the effect of the Airlite paint, that every 100sqm of paint used is the equivalent to planting 100sqm of mature woodland, which could offset the annual emissions of 18 cars. When the campaign concluded, the murals were painted over with white Airlite paint, allowing the pollution-eating benefits to continue.