For the launch of their new American Legend Pizzas, Domino’s Pizza teamed up with GreenGraffiti, a company specialised in greenwashing. Using a high pressure water sprayer and a template, 220 logos were created, leaving a crispy clean mark on the smudged pavements of  New York,  Los Angeles and Philadelphia. As people aren’t used to find inscriptions under their feet, the campaign gained a lot of attention and even became a newsitem on national television.

Although a nice (marketing) idea, a far better example was set by the British artist Paul Curtis aka Moose. For the past ten years he’s been perfectioning his skill of wiping away dirt to unveil beautiful works of ‘green art’.

His craftsmanship went not unnoticed and has led to commissioned pieces as well, with spectacular results. The Reverse Graffiti Project is a huge mural of trees, bushes and vegetation on the walls of San Francisco’s Broadway tunnel, showcasing  Moose’s talent and the power of Green Works’ plant based cleaner.

Or how a brand can intensify its message by showing how easily it can be done.