DISPOSABLE FOREST

TitleDISPOSABLE FOREST
ClientGREENPEACE
Product / ServiceGREENPEACE
CategoryA01. Event & Field Marketing
EntrantOGILVY BEIJING, CHINA
Entrant Company:OGILVY BEIJING, CHINA
Sales Promotion/Advertising Agency:OGILVY BEIJING, CHINA

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The reason is that it creates an event at a prominent shopping center in Beijing to get media attention and attract many and many people , so that build awareness about how disposable chopstick usage contributes to forest destruction.

Credits

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
Shujie Qi Ogilvy Beijing Art Director
Gongxing Wang Ogilvy Beijing Art Director
Perry Zheng Ogilvy Beijing Art Director
Dong Liu Ogilvy Beijing Digital Art Director
Xaioxin Yang Ogilvy Beijing Digital Art Director
Ajie Liu Ogilvy Beijing Flash Designer
Tracy Wu Ogilvy Beijing Agency Producer
Yong Zhang Ogilvy Beijing Agency Producer
Shujie Qi Ogilvy Beijing Illustrator
Raymond Tao Ogilvy Beijing Account
Yoyo Liu Ogilvy Beijing Account
Vivian Guo Ogilvy Beijing Account
Cara Fan Ogilvy Beijing Account