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Giant Footprint Tree in Shanghai Promotes Walking
The China Environmental Protection Foundation (CEPF), in collaboration with DDB China Group, created an interactive poster to encourage people to walk rather than drive. With the piece, pedestrians became artists that produced footprint “leaves” on a giant canvas across a 12.6 x 7 meter canvas. The spectacular work was spread across a busy intersection in Shanghai.
Sponges soaked in green environmentally friendly, washable, quick drying paint were placed at either end of the canvas so that every time a pedestrian walked across the intersection, a trail of fresh green footprint “leaves” were added to the tree giving the pedestrians a sense that they were contributing to a healthier environment.
The campaign won a Gold Lion in the Semi-Permanent Environmental Design category for the 2010 Cannes Lions International Advertising Festival. This was only the second Gold Lion awarded to mainland China in the history of Cannes. The campaign also received the Grand Prix at the International Green Awards in London in December 2010, and a Silver Award at the 2010 CLIO Awards, in the Poster category.
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