GREEN PEDESTRIAN CROSSING

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TitleGREEN PEDESTRIAN CROSSING
BrandCHINA ENVIRONMENTAL PROTECTION FOUNDATION
Product / ServiceENVIRONMENTAL AWARENESS
CategoryA02. Posters
EntrantDDB CHINA GROUP Shanghai, CHINA
Entrant Company:DDB CHINA GROUP Shanghai, CHINA
Design/Advertising Agency:DDB CHINA GROUP Shanghai, CHINA

Credits

Credits

Name Company Position
Michael Dee DDB China Group Chief Creative Officer
Jody Xiong DDB China Group Creative Director
Jody Xiong DDB China Group Art Director
Jason Jin DDB China Group Copywriter
George Ooi DDB China Group Producer
Gemini Wong Greenspot Shanghai Producer
James Chen DDB China Group Production Manager
Keno Zhao Refine Images Photographer
King Zhang WIN Shanghai Photographer
Jody Xiong DDB China Group Illustrator
Jerry Cao DDB China Group Typographer
Super Zhang DDB China Group Typographer
Qiu Bo Director Greenspot Shanghai
Jenny Liu DDB China Group Planner
Chloe Reuter DDB China Group Account Supervisor

Brief Explanation

China Environmental Protection Foundation wanted an attention grabbing tactic to urge everyone to do their bit for the environment. They asked people to walk more, and drive less. We created an outdoor advertisement on the street to push this message.

The Brief

40% of carbon monoxide emissions come from cars. According to China’s Ministry of Commerce; the country 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.

How the final design was conceived

We 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 and 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.

Indication of how successful the outcome was in the market

The Green Pedestrian Crossing was carried out in 7 main streets of Shanghai and later expanded to 132 roads in 15 cities across China. A total number of pedestrians that participated exceeded 3,920,000 people. Key media both online and offline rapidly wrote about the campaign. According to research, the overall awareness of environmental protection had increased 86%. After the campaign, the print was exhibited at the Shanghai Zheng Da Art Museum.