The New Green project has as a starting point the creation of a myth, a company that is the first worldwide to discover a formula that converts the green color found in nature into blue. TNG creates imaginary gardens all around the world, at the most significant monuments and sites, by utilizing the plant-based blue pigment and bringing it back to its natural habitat.

Mainly through its commercial campaign, the company creates a new trend of global change that starts with the conversion of the natural landscape.

With posters, brochures, street banners, ads in social media, and with performers in public spaces who bring the message of transformation to the public, allowing the company to identify and cultivate a new need for change. TNG initiates a dialogue with people that is linked to their openness to change, and promises that the acceptance of the “blue landscape” will lead toward the realization of the most unexpected desires and dreams.

The main reference is the novel Heinrich von Ofterdingen, by the German philosopher and poet Novalis (1772-1801), which is about the myth of a young boy. Heinrich is a medieval troubadour who leaves everything behind and goes in pursuit of a small blue flower -which had haunted his dreams- and which mythically embodies the values of the ideal life and pure poetry. Novalis’ novel, which was left unfinished, was destined to establish blue as the emblematic symbol of romanticism; the colour of hope, dreams, and belief in change. This occurs just before the color blue was appropriated in the political realm as an expression of values promoted by order and democracy, thus, assigning to it a new identity by transforming blue into a code and symbol.