Jody Xiong

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. China Environmental Protection Foundation wanted an attention grabbing tactic to urge everyone to do their bit for the environment. Jody Xiong from the agency DDB China developed this creative outdoor campaign by laying an enormous canvas on the ground, covering the pedestrian crosswalk 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 literally feel that by walking they could create a greener environment. The Green Pedestrian Crossing was carried out in seven main streets of Shanghai and later expanded to 132 roads in 15 cities across China. After the campaign, the print was exhibited at the Shanghai Zheng Da Art Museum.