How about some creativity to get back to Sustainability Conversations? (I have been neglecting this blog for far too long, now is the time to start posting again!!)
Here is an AWESOME outdoor ad campaign created by DDB China (Shanghai Branch) for the China Environmental Protection Foundation to encourage Shanghainese people to walk, instead of driving cars, to move around in the city. As well described by China Smack advertising:
- The campaign involved laying a canvas 12.6 metres long by 7 metres wide on the ground, thus covering the pedestrian crossing with a large leafless tree. On either side of the road, beneath the traffic lights, were placed sponge cushions soaked in green, environmentally friendly, washable paint. As pedestrians walked towards the crossing, they stepped on the green sponge, thus leaving green foot imprints on the canvas of the tree. Each ‘green’ footprint on the canvas looked like leaves growing on a bare tree, which made people feel that by walking they could create a greener environment.
- The ‘Green Pedestrian Crossing’ was carried out across 7 thoroughfares in Shanghai. The campaign was then extended to 132 roads across 15 cities in China, with a participation exceeding 3.92 million people.
- Media interest, both online and offline, was significant. After the campaign launch, there were more than 300 thousands re-direct and 50 thousand posts on the Sina Microblog. Research revealed that general public awareness of environmental protection had increased by 86%.
One simple word: AWESOME and an ADFEST award well deserved. Perhaps one question though, what was done with canvases and other campaign materials? Have they been recycled?
More in the video (in English) below: