According to China’s Ministry of Commerce, China is now the world’s largest car market with more than 500 million vehicles on the road. It doesn’t take any fancy scientific calculations to arrive at the conclusion that carbon emissions in China are astronomical. It makes sense then that the China Environmental Protection Foundation wanted an attention grabbing tactic to raise awareness and encourage people to walk more and drive less.
DDB China Group took over a busy pedestrian crossing and placed a large canvas featuring a leafless tree on the road. Sponge cushions soaked in green environmentally-friendly washable and quick dry paint were placed on either side of the crossing. As pedestrians walked towards the crossing they stepped on the sponges and the soles of their feet made footprints on the tree. Each green footprint added to the canvas much like leaves growing on a bare tree.
By walking, the campaign demonstrated that by ditching ye old SUV, people can create a greener environment.
The canvas is currently on exhibit at the Shanghai Zheng De Art Museum.
Cheers,
