Campaign 1 2
 
 
  • Category :
    Direct Lotus
  • Sub Category :
    Direct Ambient
  • Title :
    Disposable Forest Integrated Campaign
  • Brand :
    Greenpeace
  • Advertiser :
    Greenpeace
  • Advertising Agency :
    Ogilvy Beijing
  • Executive Creative Director :
    Bill Chan, Doug Schiff, Wilson Chow
  • Creative Director :
    Shiyang He
  • Copywriter :
    Doug Schiff, Lianhui Hao
  • Art Director :
    Shiyang He, Shujie Qi, Gongxing Wang, Dong Liu, Xaioxin Yang, Perry Zheng
  • Agency Producer :
    Tracy Wu, Yong Zhang
  • Photographer :
    Zhu Liu
  • Illustrator :
    Shujie Qi
  • Planner :
    Account:Raymond Tao, Yoyo Liu, Vivian Guo, Cara Fan
  • The Objective :
    To convince people to commit using less disposable chopsticks.
  • The Strategy :
    Last year 3.8 million trees in China, one every 10 seconds of every day, were cut down to supply the nation’s demand for an astounding 57 billion disposable chopsticks. Greenpeace wanted to create awareness about this forest destruction and encourage citizens to stop using disposable chopsticks.
  • The Concept :
    To reach far more people than would be possible through an conventional ad campaign, a “disposable forest” of 4, 16-foot tall trees was created out of 84,000 used chopsticks, and put in place over a 3-day weekend at one of Beijing’s most popular shopping centers. While Greenpeace handed out permanent-use chopsticks, people were encouraged to make a pledge not to use disposable chopsticks both at the event and online.
  • The Results :
    Over 100,000 made their pledge not to use disposable chopsticks in just the first three weeks after the event. Over 2000 restaurants also took the step to stop supplying them as well. The support was so encouraging that Greenpeace China is now working with the United Nations Environmental Program (UNEP), to create a pan-Asian pledge later this year.
  • Company Entering :
    Ogilvy Beijing
  • City :
    Beijing