Cannes Lions
DENTSU KANSAI, Osaka / ADVERTISING COUNCIL / 2007
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Forests are in the process of being destroyed. If we continue to unconsciously and recklessly cut down forests, then they will cease to exists, and the earth will be ruined. The destruction of the forests is expressed through the concept of dismembering trees. The Japanese character for tree is cut down to resemble a grave marker.The viewer / participant readily and unconsciously activates the destruction of the Japanese character ? (mori) for forest by rolling over it. This shows the real gap between our actions and thinking.
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