The China Environmental Protection Foundation working with DDB China created this incredible campaign that turned pedestrians into painters. The message imparted to (and by) the pedestrians is that by walking they can create a greener environment.
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. China Environmental Protection Foundation wanted a campaign that urged everyone to do their part for the environment, and reduce dependency on automobiles.
Watch "Green Pedestrian Crossing"
Giant canvases with a bare tree were strategically placed across 132 crosswalks in 15 Chinese cities. Pedestrians stepped on large ink pads of environmentally friendly green paint that turned the soles of their feet into pain brushes. As people walked across the canvases, the paintings were brought to life with every step.
DDB China estimates that over 3,920,000 people participated in making the paintings and the campaign quickly went viral online and was covered through traditional media. Research indicated that overall awareness of environmental protection had increased 86% after the campaign. One of the giant prints was exhibited at the Shanghai Zheng Da Art Museum.