Non-Traditional Public Service/Social WelfareEntrant:
China Environmental Protection Foundation "Walk For Green"
Credits Corporate Name of Client: China Environmental Protection Foundation Client Account Director: Lucy Lu Agency Account Director: Jenny Liu Agency: DDB Shanghai, Shanghai Chief Creative Officer: Michael Dee Creative Director: Jody Xiong Copywriter: Jason Jin Art Director: Jody Xiong Graphic Designers: Jody Xiong/Jerry Cao Photographers: Keno Zhao/King Zhang Illustrator: Jody Xiong Director : Qiu Bo
Basic description of the project: The China Environmental Protection Foundation wanted to encourage people to walk more and drive less. We decided to leverage a busy pedestrian crossing where both pedestrians and drivers met. We covered the crossing with a giant canvas of a large leafless tree. Placed on either side of the road were sponge cushions soaked in green, environmentally friendly paint. As people walked across and stepped onto the sponges, they created green footprints. Each green footprint added to the canvas like leaves growing on a bare tree, which made people feel that by walking they could create a greener environment.