China Environment Protection Foundation (cepf) Print, Outdoor, Ambient Chopstick Tree by DDB Shanghai

Chopstick Tree

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Industry Environmental & Animal Issues
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient
Market China
Agency DDB Shanghai
Creative Director Shih Yen Lee
Art Director Boon Seng Lim, Kevin Jiang, Michael Ma
Copywriter Hesky Lu, Jiangxin Liu Peng Wang Adam Pretty
Producer Eugenia Zhen
Photographer Leslie Sim
Released September 2010

Awards

One Show 2011
One Show Public Service / Outdoor and Posters - Single Merit
One Show Design Spatial Design / Outdoor Spaces Merit

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: CHINA ENVIRONMENTAL PROTECTION FOUNDATION
Product/Service: ENVIRONMENTAL ACTION
Chief Creative Officer: Michael Dee (DDB)
Creative Director: Shih-yen Lee (DDB)
Associate Creative Director: Lim Boon Seng (DDB)
Art Director: Lim Boon Seng/Michael Ma/Kevin Jiang (DDB)
Copywriter: Hesky Lu/Adam Wang (DDB)
Agency Executive Producer: George Ooi (DDB)
Producer: Eugenia Zhen (DDB)
Photographer: Leslie Sim (Untold Image)
Executive Producer: Sean Chen (Cheers Films)
Production Art Director: Lin Tao (Cheers Films)
Media placement: temporary exhibition, installation - Several Busy City Districts Popular With Restaurant Diners - 11th Dec 2010

Summary of the Campaign
China Environmental Protection Foundation wanted an impact amongst all the Chinese people thus urge everyone to “say no to disposable chopsticks” and choose reusable ones instead.

We recycled over 30,000 used pairs of disposable chopsticks from restaurants all over Shanghai. And turned them into a broken chopstick tree structure. The installation was then displayed in several busy city districts popular with restaurant diners. Through the visual impact of the fallen chopstick trees, we raised awareness of the fact that the use of disposable chopsticks results in the destruction of large numbers of trees.
The campaign received coverage from 110 local and international media outlets. During the campaign period, there were over 3,000,000 hits when you ran a search for “chopstick tree” in Google. Afterwards the chopstick tree was invited for long term exhibition in the national art museum.

The Situation
Disposable chopsticks are very convenient to use and low-cost. They are the most commonly used utensils by restaurants in China. Every year Chinese consumers use 45 billion pairs of disposable chopsticks,which amounts to around 25 million trees, accounting for 200 square meters of demolished forest area. If this rate continues, forests will disappear from China in just 20 years. However, most people are unaware of this fact.

The Goal
China Environmental Protection Foundation wanted an impact amongst all the Chinese people thus urge everyone to “say no to disposable chopsticks” and choose reusable ones instead.

The Strategy
Recycle chopsticks from restaurants, creating a piece of installation and then exhibit it at busy districts. The visual impact of the installation would help raise awareness of the fact that the use of disposable chopsticks results in the destruction of large numbers of trees.

Execution
We recycled over 30,000 used pairs of disposable chopsticks from restaurants all over Shanghai. And turned them into a broken chopstick tree structure. The installation was then displayed in several busy city districts popular with restaurant diners.

Documented Results
The campaign received coverage from 110 local and international media outlets. During the campaign period, there were over 3,000,000 hits when you ran a search for “chopstick tree” in Google. Afterwards the chopstick tree was invited for long term exhibition in the national art museum.