Execution

Seoul has many street trees. Usually these trees are protected (or, from another perspective, trapped) by tree frames. We took advantage of these frames: by putting up empty frames which were printed on paper, we succeeded to catch people's eyes, and to give messages about deforestation.

English Translation of Main Headlines

1. Before half the forest disappears 2. See the blanks of the forest you made 3. The rest of the forest is up to you Most people know that deforestation is a serious problem. However, the places felling the trees have only seen indirectly, through TV documentary, article, and other kinds of media. In other words, many people are aware of the seriousness, but cannot sympathise with it. The best way to get people’s attention is to show them a real story, right before their eyes.