Brief Explanation

From a distance these pictures look like beautiful landscape paintings. Look at it closer and the shocking reality is that factories, cars and buildings are polluting and destroying the environment.

The Brief

CEPF wants to raise awareness of the catastrophic impact that man has on the environment and call on people to stop the decline of natural landscapes.

How the final design was conceived

When experimenting and searching for the most impactful executions to show a nice image from a distance, but a horrible reality in close-up, we decided to work in collaboration with the famous Shanghai artist Yang Yong Liang. His style of combining traditional Chinese painting techniques with modern technology fitted the campaign idea perfectly.

Indication of how successful the outcome was in the market

No formal tracking was done due to the restrict nature of public service budget, however, more than 4-5 million commuters have exposed to this campaign according to JCDecaux.