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Green Pedestrian Crossing

Award: Wood Pencil

Wood Pencil / Branding / Brand Experience & Environments / 2011

The China Environmental Protection Foundation wanted to encourage people to walk more and drive less. We decided to use a busy pedestrian crossing where both pedestrians and drivers met. We covered the crossing with a giant canvas of a large, leafless tree. Placed on either side of the road were sponge cushions soaked in green, environmentally friendly paint. As people walked across and stepped onto the sponges, they created green footprints. Each green footprint added to the canvas like leaves growing on a bare tree, conveying the message that walking helps create a greener environment.

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