Title | GREEN PEDESTRIAN CROSSING |
Brand | CHINA ENVIRONMENTAL PROTECTION FOUNDATION |
Product / Service | CARBON REDUCTION CAMPAIGN |
Category | A05. Best Use of Ambient Media: Large |
Entrant | DDB CHINA GROUP Shanghai, CHINA |
Entrant Company: | DDB CHINA GROUP Shanghai, CHINA |
Advertising Agency: | DDB CHINA GROUP Shanghai, CHINA |
Media Agency: | HUARUN MEDIA Shanghai, CHINA |
Credits |
Name | Company | Position |
---|---|---|
Michael Dee | DDB China Group | Chief Creative Officer |
Jody Xiong | DDB China Group | Creative Director |
Jason Jin | DDB China Group | Copywriter |
George Ooi | DDB China Group | Producer |
Jody Xiong | DDB China Group | Art Director |
James Chen | DDB China Group | Production Manager |
Keno Zhao | Refine Images | Photographer |
King Zhang | WIN SHANGHAI | Photographer |
Jerry Cao | DDB China Group | Typographer |
Super Zhang | DDB China Group | Typographer |
Qiu Bo | Greenspot Shanghai | Director |
Jenny Liu | DDB China Group | Planner |
Chloe Reuter | DDB China Group | Account Supervisor |
Gemini Wong | Greenspot Shanghai | Producer |
Jody Xiong | DDB China Group | Illustrator |
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.
China Environmental Protection Foundation asked people to walk more, and drive less. We decided to leverage a busy pedestrian crossing; a place where both pedestrians and drivers meet. 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, which made people feel that by walking they could create a greener environment.
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.