China Environmental Protection Foundation: Green pedestrian crossing
DDB China Group / DDB Shanghai
SUMMARY
The 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 spread this message. We decided to leverage a busy pedestrian crossing; a place where both pedestrians and drivers meet. We lay a giant canvas, 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...