| Title | CHOPSTICKS,NOT CHOP-TREES |
| Brand | CHINA ENVIRONMENTAL PROTECTION FOUNDATION |
| Product / Service | CHINA ENVIRONMENTAL PROTECTION FOUNDATION |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | DDB CHINA GROUP Shanghai, CHINA |
| Entrant Company: | DDB CHINA GROUP Shanghai, CHINA |
| Advertising Agency: | DDB CHINA GROUP Shanghai, CHINA |
| Media Agency: | OMD CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Michael Dee | DDB China Group | Chief Creative officer |
| Shih-yen Lee | DDB China Group | Group Creative Director |
| Lim Boon Seng,Michael Ma,Kevin Jiang | DDB China Group | Art Director |
| Hesky Lu, Adam Wang | DDB China Group | Copywriter |
| George Ooi | DDB China Group | Agency Executive Producer |
| Eugenia Zhen | DDB China Group | Producer |
| Leslie Sim | Untold Image | Photographer |
| Sean Chen | Cheers Films Shanghai | Executive Producer |
| Lin Tao | Cheers Films Shangha | Production Art Director |
The campaign received coverage from 110 local and international media channels. During the campaign period, there were up to 2,050,000 hits in Google for a search on “Chopstick Tree”.
We recycled over 30,000 pairs of used disposable chopsticks from restaurants all over Shanghai ---- and turned them into a broken chopstick tree structure. The installation was then displayed in several busy city districts popular with restaurant diners. Through the visual impact of the fallen chopstick tree, we raised awareness of the fact that using disposable chopsticks results in the massive destruction of forest.
Disposable chopsticks are very convenient to use and low-cost. They are the most commonly used utensils in China’s restaurants. Every year Chinese consumers use 45 billion pairs of disposable chopsticks ---- which amounts to around 25 million trees, or 200 square meters of demolished forests. At this rate, forests will disappear from China in just 20 years. However, most people are unaware of this fact.