Greenpeace: DISPOSABLE FOREST by Ogilvy & Mather Beijing for Greenpeace

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Greenpeace: DISPOSABLE FOREST

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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
Art Director Perry Zheng, Shiyang He, Gongxing Wang Advertising
Copywriter Doug Schiff, Hao Lianhui
Photographer Zhu Liu
Illustrator Shujie Qi
Released August 2010

Awards

Caples Awards 2011
Other Media Ambient/Guerrilla marketing Silver
Campaigns Integrated campaign Bronze

Credits & Description

Type of Entry: Environmental Design
Category: Public Spaces
Advertiser/Client: GREENPEACE
Product/Service: GREENPEACE
Entrant Company: OGILVY BEIJING, CHINA
Design/Advertising Agency: OGILVY BEIJING, CHINA
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: Shiyang He (Ogilvy Beijing)
Copywriter: Doug Schiff (Ogilvy Beijing)
Copywriter: Lianhui Hao (Ogilvy Beijing)
Art Director: Shiyang He (Ogilvy Beijing)
Art Director: Shujie Qi (Ogilvy Beijing)
Art Director: Gongxing Wang (Ogilvy Beijing)
Art Director: Perry Zheng (Ogilvy Beijing)
Digital Art Director: Dong Liu (Ogilvy Beijing)
Digital Art Director: Xaioxin Yang (Ogilvy Beijing)
Flash Designer: Ajie Liu (Ogilvy Beijing)
Agency Producer: Tracy Wu (Ogilvy Beijing)
Agency Producer: Yong Zhang (Ogilvy Beijing)
Account: Raymond Tao (Ogilvy Beijing)
Account: Yoyo Liu (Ogilvy Beijing)
Account: Vivian Guo (Ogilvy Beijing)
Illustrator: Shujie Qi (Ogilvy Beijing)
Photographer: Zhu Liu ()
Brief Explanation:
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.
Describe the brief from the client:
The brief was to spread the word of how the use of disposable chopsticks is needlessly destroying China's forests.
Description of how you arrived at the final design:
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.
Indication of how successful the outcome was in the market:
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.