Title | GREEN PEDESTRIAN CROSSING |
Brand | CHINA ENVIRONMENTAL PROTECTION FOUNDATION |
Product / Service | ENVIRONMENTAL AWARENESS |
Category | B01. Transit Advertising |
Entrant | DDB CHINA GROUP Shanghai, CHINA |
Entrant Company: | DDB CHINA GROUP Shanghai, CHINA |
Advertising Agency: | DDB CHINA GROUP Shanghai, CHINA |
Credits | |
Chief Creative Officer | Michael Dee |
Creative Director | Jody Xiong |
Copywriter | Jason Jin |
Planner | Jenny Liu |
Account Supervisor | Chloe Reuter |
Producer | George Ooi/Gemini Wong |
Art Director | Jody Xiong |
Illustrator | Jody Xiong |
Photographer | Keno Zhao/King Zhang |
Typographer | Jerry Cao/Super Zhang |
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.
More Walking, Less Driving. Let’s Create a Greener Environment Together.