China Environmental Protection Foundation’s initiative “Green Pedestrian Crossing” was a clear winner from the start; the judges did not hesitate for one moment that this was the most outstanding campaign of all. It was the creativity that struck everyone the most; this was an extremely engaging, creative and beautiful campaign, with very impressive results. The judges concluded that this campaign definitely sent out the intended “green” message in a most creative way.
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Green Awards Grand Prix
“Green Pedestrian Crossing” How do you encourage people to walk more to create a greener environment? In this case you create a large canvas featuring a leafless tree and place it at a busy pedestrian crossing. On each side of the road were sponge cushions soaked in green environmentally-friendly washable and quick dry paint. The foot traffic became the artists, with each green footprint adding to the painting, until the tree was full of green leaves. A beautiful participation idea that captured the imagination of a nation.
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Top 10 most awarded posters in the world by the Gunn Report
Green Pedestrian Crossing
The China Environmental Protection Foundation
The China Environmental Protection Foundation
40% of carbon monoxide emissions come from cars. According to China's Ministry of Commerce, the country is now the world's largest car market with over 500 million vehicles on the road. This is without a doubt having a huge impact on the environment. 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 the road beneath the traffic lights were sponge cushions soaked in green, environmentally friendly, washable and quick dry paint. As pedestrians walked towards the crossing, they would step onto the green sponge and as they walked, the soles of their feet would make foot imprints onto the tree on the ground. Each green footprint added to the canvas 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 in 7 main streets of Shanghai and later expanded to 132 roads in 15 cities across China. The total number of pedestrians that participated exceeded 3,920,000 people. The event attracted widespread media attention and coverage on major news channels, including China Central TV station (CCTV) and STV, and even Britain's BBC 2.Over 690 popular online media sites including Sina, Yahoo,YouTube and Baidu broadcast the campaign and it was featured on Sina Microblog (China's Twitter/Facebook) through news and retweets, nearly 752,000 times, with more than 978,000 comments made. Without any investment in media, this event managed to generate over RMB 62 million worth of free publicity, reaching over 5.2 million people.The Shanghai Municipal Government selected this idea to be featured during the annual “World No Car Day” campaign on September 22, 2010, in which was attended by Mr. Shen Jun, Deputy Mayor of Shanghai.The Green Pedestrian Crossing poster was later exhibited at The Shanghai Zheng Da CANART Museum.
Awards:
Cannes Lions Gold ／ Andy Awards Gold ／ D&AD Bronze Pencil ／ Clio Awards Silver ／ 1 AdFest Grand Pix and 2 Golds 3 Silvers 1 Bronze ／ Spikes Asia 2 Glods 3 Silvers 2 Bronzes ／ UK Green Awards Grand Prix ／ New York AME 1 Gold 2 Silvers ／ New York Festival 2 Silvers and 3 Bronzes ／ United Nations Public Service Bronze Awards ／ Australia AWARD Silver Pencil and Bronze Pencil ／Long Xi Awards 1 Best 2 Golds ／ China 4A Awards 1 Grand Prix／ GDC Awards 1 Best of Best ／ EFFIE Award Gold／ Top 10 most awarded posters in the world by the Gunn Report ／ Etc.
环境污染，其中40%来自汽车尾气。据中国商务部统计，中国目前近5亿辆汽车，已成为世界第一大汽车王国。面对庞大的环境挑战，中华环境保护基金会，希望用一种不同的方式来呼吁大家保护绿色环境，多步行少开车。
在街道上装置了与大众互动的行为艺术，让人们都自愿参与环境保护的创作。首先来自于摄影师在冬天拍摄了近百张形态各异的枯树,再精挑每棵树冠长势好的照片,整合修图成一棵完美的枯树。然后将水墨滴甩在白纸上,用嘴巴吹动墨滴渲染出凌乱的中国水墨质感,扫描至电脑与真实影像的枯树交融叠加的视觉手法,设计出一棵极具东方艺术风格的有枝无叶的大树,并将它印在一块长12.6米宽7米的巨幅油画布上。铺在红绿灯前的斑马线上,两端更摆放绿色快干环保颜料海棉垫。当越来越多行人踩上去, 自由步行的随机脚印就像枯树长出了许多绿叶。当每个人过马路时就参与了这个沟通的过程，并目睹了自己对绿色环保的贡献。
此活动已在上海的7条主道上举行并延展到全中国，参于人数总计近3,920,000人次。引起全球权威媒体的报道，包括中央电视台和上海电视台，英国BBC第2台，先锋艺术设计在线杂志《DESIGNBOOM》，以及You Tube，雅虎，谷歌，百度等近10000多个网站，号称中国版的FACEBOOK新浪微博上，被转发近752,000多次，评论达978,000多条。这些免费的媒体转载传播，相当于人民币3亿元的媒体预算费，并直接间接影响了全球上亿人们的环保意识。上海市政府更选择此创意作为9月22日世界无车日主活动，市长沈骏亲临现场参加。活动结束后，巨幅海报更被上海正大CANART美术馆盛邀展览和关山月美术馆收藏。
赢取中国历史上第一座戛纳创意节设计类金狮奖，以及英国皇家在大英博物馆颁发的绿色奖GREEN AWARD之全场大奖，被《The Gunn Report》评为世界得奖最多的平面海报第十名。
2010 UK Green Awards Grand Prix ／London British Natural History Museum
Agency: DDB Shanghai
Chief Creative Officer: Michael Dee
Creative Director: Jody Xiong
Art Director: Jody Xiong
Designers: Jody Xiong, Jerry Cao
Copywriter: Jason Jin
Photographer: Kenno Zhao
Chief Creative Officer: Michael Dee
Creative Director: Jody Xiong
Art Director: Jody Xiong
Designers: Jody Xiong, Jerry Cao
Copywriter: Jason Jin
Photographer: Kenno Zhao
