• Loading…

Underground

Award: Wood Pencil

Wood Pencil / Poster Advertising / Transport Poster Advertising / 2007

Two million passengers use the Shanghai metro daily. This installation shows the environmental damage caused by non-biodegradable products through the use of carved trees, real dirt and Styrofoam boxes. It immediately created huge curiosity among the commuters. Over 30 newspapers, four TV stations, one radio station and ten websites reported the piece, which helped to spread its message to not use non-biodegradable products to a wider audience. It was voted the 'Best Ad' by commuters in January 2007 in JCDecaux's survey. Now many shops in Shanghai have started to provide biodegradable plastic bags, and white-collar workers refuse to use Styrofoam containers. People in Shanghai developed a better understanding of what Greenpeace does, and why they should care about the environment.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again