China Environmental Protection Foundation: Green pedestrian crossing

The China Environmental Protection Foundation created its “walk more drive less” campaign to encourage people to consider the effects car usage is having on the environment.

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...

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