Pedestrians walk into a crosswalk and plant green leaves with every footstep. A campaign by DDB China Group uses street art to promote walking. While there is no guarantee that awareness will shift in a country that now boasts 500 million cars; it is an advocacy movement taking one step at a time.
“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.”
After an initial deployment on seven Shanghai streets, the award-winning Crossing was later expanded to 132 roads in 15 Chinese cities. DDB estimates that 3.9 million people participated. Predictably, it blew up across Chinese media channels, and was even featured in the Shanghai Zheng Da Art Museum.