| Title | TREE |
| Brand | GUANDU NATURAL PARK/ HSBC |
| Product / Service | TREE PROTECTION |
| Category | A04. Best Use of Ambient Media: Small Scale |
| Entrant | JWT TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company: | JWT TAIWAN Taipei, CHINESE TAIPEI |
| Advertising Agency: | JWT TAIWAN Taipei, CHINESE TAIPEI |
Credits | |
| Name | Company | Position |
|---|---|---|
| I-fei Chang | JWT Taiwan | Executive Creative Director |
| John Yang | JWT Taiwan | Creative Director |
| Tc Chen | JWT Taiwan | Copywriter |
| Marvin Liu | JWT Taiwan | Designer |
| Minnie Hung | JWT Taiwan | Head Of Designing Center |
The height of trees in the stack of paper cups gets shorter and shorter every time a cup is removed. This indicates to users that the numbers of trees in the forest reduce every time a paper cup is used.
One of the best ways to achieve the program’s goal is to deliver messages through one of the materials that are made out of trees. Paper cups with tree prints are placed near drinking fountains to remind people to reduce its usage when possible.
Guandu National Park. Reduce paper cup usage. Help save more trees. On July 1st, the Environmental Protection Administration started a program to reduce consumption of paper cups at government administration offices and schools. Paper cups are usually disposed after one use; this not only reduces forest areas but also causes damage to the ecosystem.