Write a short summary of what happens in the ambient or digital execution or campaign.

Inspired by NEPA’s own waterproof outdoor clothing line, NEPA created reusable waterproof umbrella bags with leftover fabrics that were thrown away during production. Instead of disposable plastic bags, reusable umbrella bags were provided on stands at building entrances on a rainy day, and a specially designed tree-shaped bag hang-er stood for the reusable bags to be hung to dry after use. With each use of the “leaf”, the “tree” became fuller as people hung the used bags to dry on the tree - each person’s small contribution to a fuller tree meant a difference for the environment. Be-cause of its intuitive design, people immediately perceived that they were saving the environment through a simple act of using and returning the recycled “leaf” to the tree.

Cultural/Context information for the jury

In South Korea, the availability of plastic umbrella bags is almost taken for granted with more than 200 million pieces of disposable plastic umbrella bags being wasted every year. The rea-son why plastic umbrella bags are being so widely used is because people do not realize how their mindless behavior directly impacts the environment. Also, even for those who are aware of its environmental consequences, it is still difficult to stop using them because of its conven-ience.