Credits & Description:
Type of entry: Environmental Design
Category: Environmental Design: Semi-Permanent
Advertiser: CHINA ENVIRONMENTAL PROTECTION FOUNDATION
Product/Service: ENVIRONMENTAL PROTECTION
Agency: DDB CHINA GROUP Shanghai, CHINA
Chief Creative Officer: Michael Dee (DDB China Group)
Creative Director: Jody Xiong (DDB China Group)
Copywriter: Jason Jin (DDB China Group)
Art Director: Jody Xiong (DDB China Group)
Art Director: Jerry Cao (DDB China Group)
Illustrator: Jody Xiong (DDB China Group)
Photographer: Keno Zhao (RefineImages)
Photographer: King Zhang (WIN SHANGHAI)
Typographer: Super Zhang (DDB China Group)
Producer: George Ooi (DDB China Group)
Producer: Gemini Wong (Greenspot Shanghai)
Director: Qiu Bo (Greenspot Shanghai)
Account Supervisor: Chloe Reuter (DDB China Group)
China Environmental Protection Foundation wanted an attention grabbing tactic to urge everyone to do their bit for the environment. They asked people to walk more, and drive less. We created an outdoor advertisement on the street to push this message.
Describe the brief from the client:
40% of carbon monoxide emissions come from cars. According to China’s Ministry of Commerce; the country is now the world’s largest car market with over 500 million vehicles on the road. This is without a doubt having a huge impact on the environment.
Description of how you arrived at the final design:
We lay a giant canvas of 12.6 meters long by 7 meters wide on the ground, covering the pedestrian crossing with a large leafless tree. Placed on either side of the road beneath the traffic lights, were sponge cushions soaked in green environmentally friendly washable and quick dry paint. As pedestrians walked towards the crossing, they would step onto the green sponge and as they walked, the soles of their feet would make foot imprints onto the tree on the ground. Each green footprint added to the canvas like leaves growing on a bare tree.
Indication of how successful the outcome was in the market:
The Green Pedestrian Crossing was carried out in 7 main streets of Shanghai and later expanded to 132 roads in 15 cities across China. A total number of pedestrians that participated exceeded 3,920,000 people. Key media both online and offline rapidly wrote about the campaign. According to research, the overall awareness of environmental protection had increased 86%. After the campaign, the print was exhibited at the Shanghai Zheng Da Art Museum.
The Design & Branding titled GREEN PEDESTRIAN CROSSING was done by DDB China Group advertising agency for product: Environmental Protection (brand: China Environment Protection Foundation (cepf)) in China. It was released in the Jun 2010.