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green pedestrian crossing by jody xiong of DDB china
Jul 31, 2012
'green pedestrian crossing' by jody xiong
the 'green pedestrian crossing' is an installation performance by jody xiong of the chinese creative agency ddb.
in an attempt to gain the attention of the inhabitants of country, the china environmental protection foundation
sought out a marketing campaign that could be wide spread to promote walking instead of driving. an outdoor
advertisement was leveraged on a busy pedestrian crossing; a place where both pedestrians and drivers meet.
sponge cushions soaked in green, environmentally friendly, washable and quick dry paint were situated on
both sides of the road where pedestrians would walk towards the crossing, stepping on the sponge to create
imprints onto the tree canvas on the ground with their feet. each green footprint is representative of leaves
growing on a bare tree, physically showing the results of becoming more environmentally conscious.
carried out in seven main streets of shanghai and later expanded to 132 roads in 15 cities across china,
the total number of pedestrians that participated exceeded 3,920,000 people.
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