Ignorance and commercialism are causing the famous foliage of trendy Seoul hot spot Garosu-gil - a name that means "tree-lined street" in Korean - to disappear. 
To save the trees, we decided to make a campaign to raise 
awareness of Garosu-gil's problems.

 

 

We began with an art exhibition. Then, we set up a "Reframing Window Canvas" and handed out interactive brochures so visitors could see street trees in a different light.
Once visitors were fully engaged, we collected their signatures with the Digital Canvas. The signatures were used in a petition to 
protect street trees and plant even more street trees in Gangnam.

 

 

n four days, our social media channels reached more than 70,000 users. 
We needed only 2,000 signatures for our campaign, but we received 
over 9,000. 
On January 17th, we were able to plant a brand new Garosu-gil. One of 
the new trees was reframed as an artwork, which was sold for US $45,000. These funds will soon be used to plant even more trees.