A campaign set by DDB China Group encourages walking instead of driving unfolding in clever amazing street art of footsteps turned into paint leaves on the streets of Shanghai.
“We decided to leverage a busy pedestrian crossing; a place where both pedestrians and drivers meet. We lay a giant canvas of 12.6 meters long by 7 meters wide on the ground, covering the pedestrian crossing with a large leafless tree. Placed on either side of the road beneath the traffic lights, were sponge cushions soaked in green environmentally friendly washable and quick dry paint. As pedestrians walked towards the crossing, they would step onto the green sponge and as they walked, the soles of their feet would make foot imprints onto the tree on the ground. Each green footprint added to the canvas like leaves growing on a bare tree, which made people feel that by walking they could create a greener environment.”
The projected extended to 132 roads in 15 Chinese cities with an estimation of 3.9 million people involved.
Small steps make the difference when we as a nation act together proved in an aesthetic-raising awareness-project.
February 24, 2015