The campaign was shortlisted in the Outdoor category at this years Cannes earlier this week.
Background
40 per cent of carbon monoxide emissions come from cars. According to China's Ministry of Commerce, China is now the world's largest car market with over 500 million vehicles on the road. This is without a doubt having a huge impact on the environment.
Aim
The China Environmental Protection Foundation wanted an attention grabbing campaign that would urge everyone to do their bit for the environment. They asked people to walk more, and drive less. As a result, the team created an outdoor advertisement on the street to push this message.
Execution
The team decided to leverage a busy pedestrian crossing; a place where both pedestrians and drivers meet. They lay a giant canvas of 12.6 meters long by 7 meters wide on the ground, covering the pedestrian crossing with a large leafless tree. Placed on either side of the road beneath the traffic lights, were sponge cushions soaked in green environmentally friendly, washable, quick dry paint.
As pedestrians walked towards the crossing, they would step onto the green sponge and as they walked, the soles of their feet would make foot imprints onto the tree on the ground. Each green footprint added to the canvas like leaves growing on a bare tree, which made people feel that by walking they could create a greener environment.
Result
The Green pedestrian crossing was carried out in seven main thoroughfares in Shanghai and later expanded to 132 roads in 15 cities across China. The total number of pedestrians that participated exceeded 3.92 million people. Media interest, both online and offline, was significant.
Research revealed that general public awareness of environmental protection had increased by 86 per cent. After the campaign, the print was exhibited at Shanghai's Zheng Da Art Museum.
The installation was shortlisted for the Outdoor category at this year's Cannes. The team also won a silver Award at the 2010 CLIO Awards, in the Poster category.
Credits
Chief creative officer: Michael Dee
Creative director: Jody Xiong
Copywriter: Jason Jin
Art director: Jody Xiong / Jerry Cao
Photographer: Keno Zhao /King Zhang
Illustrator: Jody Xiong
Typographer: Super Zhang
Producer: George Ooi / Gemini Wong
Production manager: James Chen
Account supervisor: Chloe Reuter
Account manager: Macy Yang
Planner: Jenny Liu
Director: Qiu Bo
