Tiger Beer creates Air Ink – first ink made from air pollution via Marcel Sydney + Graviky Labs


Air-Ink Family.jpgTiger Beer, in collaboration with MIT-spinoff Graviky Labs and agency Marcel Sydney, has launched Air-Ink; an innovative range of pens, markers and spray cans made from air pollution.

To create Air-Ink, unique devices were developed to capture soot from vehicles’ exhausts. These were fitted to trucks, ferries, chimneys and even cranes around Hong Kong and India. The captured pollutants were then purified and turned into safe, reliable ink for everyday use.

Overall, 150 litres of Air-Ink has been produced, approximating to 2500 hours worth of diesel car emissions.

Air-Ink Pen - No lid.jpgA range of Air-Ink products were given to emerging Asian street artists such as Bao Ho, Caratoes, Xeme and Christopher H, who used them to create spectacular murals and advertising on the streets of Hong Kong.

Says Mie-Leng Wong, director of international brands, Tiger Beer, Heineken Asia Pacific: “The streets are not Anirudh-Lab-1.jpgonly a great place to drink Tiger, they’re also the place where creativity, ideas and passion are born. By using our entrepreneurial spirit to repurpose pollution into ink – the lifeblood of creativity – we’re giving creative people the tools to enhance their streets, and empowering inventors like Anirudh to take Bao-Ho 1.jpgsmall but impactful actions against air pollution.

Says Sharma, founder, Gravity and former T35 MIT Innovator of the Year: It’s the perfect partnership between technology, art and the streets. It could only be achieved through the collaborative efforts of my team, the artists and a brave brand like Tiger Beer. I’m very Bao-Ho 2.jpgproud of what we’ve created.”

Says David Nobay, founder, Marcel Sydney: “The excitement about where Air-Ink can go – quite literally – tells me that we’re onto something potentially very big here.”

Says Scott Huebscher, ECD, Marcel Sydney: “It was important that the ink itself had to be a high-quality product that artists could use for real street art. Even the animations in our film were made with Air-Ink.”

The initiative is part of Tiger Beer’s mission to inspire people to ‘uncage the Tiger inside’ to take action for what they are passionate about. Tiger plans to launch more Air-Ink initiatives in other markets across Asia in 2017.

Currently, Air-Ink is not commercially available but Tiger is working with Gravity Labs to manufacture more for future products.

Agency: Marcel Sydney

Production Company: Goodoil Films

Director: Joel Kefali

Executive Producer: Juliet Bishop

Technology Partner: Graviky Labs

Technology Director: Anirudh Sharma

Location Credits: Jacob’s Garage, Indusspray, Pavithra, 80 Edifice (Bengaluru, India)

Producer: Andrew McLean

DOP: Lachlan Milne

Editor: Simon Njoo

Post Production: Palace

Client: Tiger Beer

Music Producer: Juan Woodbury & Christine Bilich

Music Company: Squeak E Clean Productions

Creative Director (Music): Justin Hori

Sound Design: Rumble

Song Writers: Justin Hori & Alberto Mejia

Song: “Inked”