We enticed Paul “Moose” Curtis, pioneer of an art form called “clean tagging” to help realize our vision. Green Works are 99% plant-based, so we had the idea to reverse out a mural of plants and trees. We chose a high-traffic, incredibly dirty location - the entrance to San Francisco's Broadway Tunnel. The 140-foot wall became the canvas for a live Green Works billboard. The event was covered by local news channels and received press coverage the following day. We commissioned award-winning documentarian Doug Pray to shoot a short film profiling Moose’s artistic philosophy and the creation of the mural. We developed a dedicated website (reversegraffitiproject.com) to house the documentary and provide people with more information about the event and give them the behind the scenes story. We gave the documentary its debuton You Tube for maximum exposure and seeded it in popular social and environmental blogs.

Images of the mural were posted on over 230 blogs around the world. In less than one week the film became YouTube’s #1 Featured Video and received over 500,000 views. With $55,000 USD and one dirty wall we reached millions of people and received media value of $2.1 million resulting in 7.5 million media impressions. We turned negative conversations into influential ones driving a negative tone down to a mere 5% in blog postings. Within 6 months, Green Works was #1 in the natural cleaning category. Over one year later, the mural is still visible and 20,000+ people view it daily.