This is just exceptional. The DDB China Group and China Environmental Protection Foundation recently installed a thought-provoking street campaign on 132 crosswalks in 15 Chinese cities that intended to draw attention to walkers’ positive uplift for the environment. With 40% of world carbon monoxide emissions coming from cars and is an incredibly important issue in China, give that it now has the largest car market on the planet (500 million on-road vehicles).
By using busy pedestrian crossings, it was the perfect intersection for heavy footfall and car use and the leaves created on the canvas-based trees speaks volumes. Here is how it works:
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. [Source]
The pedestrian participation is said to have reached over 3.9 million people and, although a seemingly difficult metric to create, the project is said to have heightened awareness for environmental protection by 86%. The print in the images seen below is now being displayed in the Shanghai Zhengda Art Museum.