Large white canvases with images of bare trees were placed on street crossings in China; when people crossed the street, paint on the bottom of their shoes created ‘leaves.’
DDB China created an attention-grabbing outdoor advertisement for the China Environmental Protection Foundation to encourage people to walk more and drive less. The agency placed large white canvases with bare trees on busy pedestrian crossings in 15 cities across China. On either side of the road, sponge cushions soaked in environmentally friendly, washable, and quick drying green paint awaited pedestrian traffic. When people walked across the street, the green paint on the soles of their shoes made imprints on the canvas that took on the appearance of ‘leaves’ growing on the tree.
The interactive artworks became simple yet powerful visual advertisements, and made people feel that by walking they could create a greener environment. Canvases were places on a total of 132 roads and DDB China says the number of pedestrians who participated exceeded 3,920,000. The giant posters were later turned into billboards and exhibited at the Shanghai Zheng Da Art Museum.
Click through the gallery to see additional images of the campaign: