THE LITTLE BIG LIES
Outdoor Advertising, Paint Lab
Los Angeles, San Francisco
California Tobacco Control Program (CTCP) created a powerful campaign to expose the tobacco industry’s plastic pollutants' negative impact on our planet.
The campaign specifically exposed cigarette filters, which are made from 15,000+ microplastic fibers that are non-biodegradable and contaminate our soil, food, and water.
CTCP sought Overall Murals to hand paint 5 murals to drive awareness of UNDO.org's The Little Big Lies campaign. To align with the campaign messaging Overall Murals delivered our first campaign using ECO-FRIENDLY PAINTS! After weeks of testing, we cracked the code and used eco-friendly, water-based, latex-free paint with zero VOC2 paint to create stunningly vibrant and high-impact murals.
We painted 5 colorful, illustrative murals in high-traffic San Francisco and Los Angeles neighborhoods. The eye-catching murals cut through the clutter and generated over 2.3 million impressions with the mission to turn bystanders into advocates.