Title | DISPOSABLE FOREST |
Brand | GREENPEACE |
Product / Service | GREENPEACE |
Category | B04. Public Service, Charity & Fund Raising |
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 |
Dough Schiff | Ogilvy Beijing | Copywriter |
Lianhui He | Ogilvy Beijing | Copywriter |
Shiyang He | Ogilvy Beijing | Art Director |
Gongxing Wang | Ogilvy Beijing | Art Director |
Dong Liu | Ogilvy Beijing | Art Director |
Xiaoxin Yang | Ogilvy Beijing | Art Director |
Shujie Qi | Ogilvy Beijing | Art Director |
Ajie Liu | Ogilvy Beijing | Flash Designer |
Shujie Qi | Ogilvy Beijing | Illustrator |
Tracy Wu | Ogilvy Beijing | Producer |
Yong Zhang | Ogilvy Beijing | Producer |
Raymond Tao | Ogilvy Beijing | Account |
Yoyo Liu | Ogilvy Beijing | Account |
Vivian Guo | 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’s 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.
To reach far more people than would be possible through an conventional ad campaign, a “disposable forest” of 4, 16-foot tall trees was created out of 84,000 used chopsticks, and put in place over a 3-day weekend at one of Beijing’s most popular shopping centers. While Greenpeace handed out permanent-use chopsticks, people were encouraged to make a pledge not to use disposable chopsticks both at the event and online.
Over 100,000 made their pledge not to use disposable chopsticks in just the first three weeks after the event. Over 40 media reported 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.