February 12, 2012
China Environmental Protection Foundation worked with DDB China Group to encourage people to walk more to create a greener environment, using a large canvas featuring a leafless tree. The canvas was placed in the middle of busy pedestrian crossings in Shanghai. On either side of the crossing were sponge cushions soaked in green environmentally-friendly washable and quick dry paint. 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 like leaves growing on a bare tree. The campaign won a Gold Design Lion at Cannes International Advertising Festival 2010.
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advertising green china DDB
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