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.
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