| Title | TREE CLOCK |
| Brand | CHINA ENVIRONMENTAL PROTECTION FOUNDATION |
| Product / Service | CHARITY |
| Category | E03. Special Build |
| Entrant | J. WALTER THOMPSON BEIJING, CHINA |
| Idea Creation | J. WALTER THOMPSON BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Polly Chu | J. Walter Thompson Beijing | CCO |
| Shankun Sun | J. Walter Thompson Beijing | ECD |
| Dechun Qiu | J. Walter Thompson Beijing | Creative Director |
| Lu Xiao | J. Walter Thompson Beijing | Digital Director |
| Xue Wang | J. Walter Thompson Beijing | Copywriter |
| Theresa Ong | J. Walter Thompson Shanghai | Copywriter |
| Jing Shi | J. Walter Thompson Beijing | Producer |
| Todd Lv | J. Walter Thompson Beijing | Producer |
| Delong He | J. Walter Thompson Beijing | Art Director |
There are a lot of trees got chopped off in China due to the development of the city. People always ignore the fact because they think that there will be someone growing the trees anyway. However, they forgot that it take more than 10 years to grow even a small tree. We need to impact people to have a realistic experience of the time contrast between cutting trees versus growing one. The target audience is the people who work or live in the city center. A shopping mall and underground train station is perfect location for the installation. We build a tree-clock device in busy offices building. The clock hands are shaped in trees form. The audience will see a complete tree with lots of branches. When the clock hands moves, the trees will be disintegrated. It will only restored again into a completed tree after a few minutes. People