Design > Environmental Design
DISPOSABLE FOREST
OGILVY BEIJING, Beijing / GREENPEACE / 2011
Awards:
Overview
Credits
Overview
BriefExplanation
The brief was to spread the word of how the use of disposable chopsticks is needlessly destroying China's forests.
ClientBriefOrObjective
The challenge was how to get enough people to know about the movement. So the objective was to get attention. And to eventually get restaurants to stop supplying disposable chopsticks.
Effectiveness
In the first two weeks over 100,000 people pledged, at the event and on the Greenpeace mini-site, helped by a surge of Weibo (China’s Twitter) uploads, encouraging many more to sign on. Posters spread the word and convinced restaurants to make a change.As a result, 2,000 (and counting) restaurants across greater Beijing have replaced their disposable chopsticks with permanent-use ones.
Execution
A ‘Disposable Forest’ was placed in a popular Beijing shopping area. Greenpeace handed out permanent-use chopsticks and encouraged people to make a pledge not to use disposable ones.
Taking used chopsticks and turning them back into trees was an innovative way of telling the story of how the forests are being destroyed needlessly. The 'Forest' was both beautiful and eerily frightening, making the first impression of the creation strong and memorable.
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