Turn a city wall into a working environmental solution and a brand touchpoint. A large-scale air-purifying mural uses innovative Airlite technology, capable of purifying the air. Placed in a high-density industrial area, the mural became a daily, unavoidable reminder of the issue through messaging and function. The experience was extended across multiple touchpoints: a permanent urban object that improves air quality, QR code connecting people to local eco-initiatives, a launch event with activists and media, interactive kits for bloggers to create digital buzz.