Greenpeace Design & Branding CHOPSTICKS POSTERS by Ogilvy & Mather Beijing

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Design & Branding
Market China
Agency Ogilvy & Mather Beijing
Executive Creative Director Bill Chan, Doug Schiff
Copywriter Hao Lianhui
Photographer Zhu Liu
Released December 2010

Credits & Description

Category: Posters
Advertiser: GREENPEACE
Product/Service: GREENPEACE
Date of First Appearance: Dec 18 2010
Executive Creative Director: Bill Chan (Ogilvy Beijing)
Executive Creative Director: Doug Schiff (Ogilvy Beijing)
Associate Executive Creative Director: Wilson Chow (Ogilvy Beijing)
Associate Creative Director/Art Director: Shiyang He (Ogilvy Beijing)
Copywriter: Lianhui Hao (Ogilvy Beijing)
Art Director/Illustrator: Shujie Qi (Ogilvy Beijing)
Accounts: Raymond Tao (Ogilvy Beijing)
Accounts: Yoyo Liu (Ogilvy Beijing)
Accounts: Vivian Guo (Ogilvy Beijing)
Accounts: Cara Fan (Ogilvy Beijing)
Photographer: Zhu Liu
Media placement: Poster - Various Locations Around Beijing - 1 Sept. 2010 - 31 Jan. 2011

Describe the brief from the client
Every ten seconds a tree is cut down in China to supply the nation’s daily demand for disposable chopsticks. we need to show people how serious the problem is in order to make them use less, if not none.

Describe the challenges and key objectives
Together with a "forest" made by 84,000 used disposable chopsticks, these posters tell people directly what the consequences are when they keep on over-using disposable chopsticks.

Describe how you arrived at the final design
Poster headlines were actually made from used (and sanitised) chopsticks, while they were writen from a chopsticks' POV.

Give some indication of how successful the outcome was in the market
In the first two weeks over 100,000 did so, 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.