Caltex unveils reverse graffiti

Singapore - Caltex, in conjunction with advertising agency Y&R, has created a work of art out of a dirty wall along Kallang Road to showcase the cleaning power of Caltex with Techron.

The wall was transformed overnight by cleaning out the dirt, a process referred to as reverse graffiti, and a mural was the end result.

"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," Brian Fisher, Caltex Integrated marketing manager Asia Pacific for Chevron International, said.  

The mural will remain up for eight weeks and following this it will be scrubbed clean.

Bruce Watt, regional creative director for Y&R, said: "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".

Cleaners used a giant stencil and environmentally-friendly cleaning agents to clean the image out of the dirt.