|Title||GREEN PEDESTRIAN CROSSING|
|Brand||CHINA ENVIRONMENTAL PROTECTION FOUNDATION|
|Product / Service||ENVIRONMENTAL AWARENESS|
|Category||A09. Environmental Design|
|Entrant||DDB CHINA GROUP Shanghai, CHINA|
|Entrant Company:||DDB CHINA GROUP Shanghai, CHINA|
|Design/Advertising Agency:||DDB CHINA GROUP Shanghai, CHINA|
|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|
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.
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.
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.
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.