Title | DISPOSABLE FOREST |
Brand | GREENPEACE |
Product / Service | GREENPEACE |
Category | A05. Alternative Media |
Entrant | OGILVY BEIJING, CHINA |
Entrant Company: | OGILVY BEIJING, CHINA |
DM/Advertising Agency: | OGILVY BEIJING, CHINA |
Name | Company | Position |
---|---|---|
Bill Chan | Ogilvy Beijing | Executive Creative Director |
Doug Schiff | Ogilvy Beijing | Executive Creative Director |
Wilson Chow | Ogilvy Beijing | Associate Executive Creative Director |
Shiyang He | Ogilvy Beijing | Associate Creative Director |
Doug Schiff | Ogilvy Beijing | Copywriter |
Lianhui Hao | Ogilvy Beijing | Copywriter |
Shiyang He | Ogilvy Beijing | Art Director |
Shujie Qi | Ogilvy Beijing | Art Director |
Gongxing Wang | Ogilvy Beijing | Art Director |
Dong Liu | Ogilvy Beijing | Digital Art Director |
Xiaoxin Yang | Ogilvy Beijing | Digital Art Director |
Shujie Qi | Ogilvy Beijing | Illustrator |
Yong Zhang | Ogilvy Beijing | Agency Producer |
Tracy Wu | Ogilvy Beijing | Agency Producer |
Ajie Liu | Ogilvy Beijing | Flash Designer |
Raymond Tao | Ogilvy Beijing | Account |
Vivian Guo | Ogilvy Beijing | Account |
Yoyo Liu | Ogilvy Beijing | Account |
Cara Fan | Ogilvy Beijing | Account |
Last year 3.8 million trees in China, one every 10 seconds of every day, were cut down to supply the nation, is demand for an astounding 57 billion disposable chopsticks. Greenpeace wanted to create awareness about this forest destruction and encourage citizens to stop using disposable chopsticks.
Through research, Greenpeace had learned that most Chinese tend to be complacent about environmental issues, as they feel such topics are the responsibility of the government. But at the same time, younger, urban Chinese were becoming more and more concerned about such issues. Greenpeace felt that the right campaign might be able to make inroads into the public awareness about disposable chopsticks.So, we believe that working with a prominent shopping center in Beijing to create an event can get great media attention and build serious awareness about how disposable chopstick usage contributes to forest destruction.
Greenpeace and Shi Mao Tian Jie (The Place) shopping center worked as one to put an event together that would have far more impact than a conventional ad campaign. A °Disposable Forest" of 4, 16-foot tall trees was created out of 84,000 used, recycled chopsticks, and placed right between the shopping centers two building wings.
Over 100,000 made their pledge not to use disposable chopsticks in just the first three weeks after the event. Over 2000 restaurants also took the step to stop supplying them as well. The support was so encouraging that Greenpeace China is now working with the United Nations Environmental Program (UNEP), to create a pan-Asian pledge later this year.