The Campaign

A collaboration with a famous Shanghai artist, Yang Yong Liang – It's a beautiful landscape painting if you look from distant, but if you go closer, it's neither mountain, nor stream, but factory buildings which take place the green mountains, and cars which take place the streams. The China Environment Protection Fund wants to warn people with this impactful pictures, that if we don't take any more actions to reduce the environment pollution, there will be a day that all the beautiful landscapes will disappears.

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Running since December 29th, 2008, the ongoing collaboration with JCDecaux has the poster and TVC campaign running on various LCD screens across the main metro stations in Shanghai, such as People Square - One of the busiest subway stations in the whole of Asia. The print ads ran in Yan Bao Zun Yu and Luxury magazines and the campaign was featured as part of an art exhibition at the Spanish Consulate in Shanghai, where flicker booklets were handed out.