China Environmental Protection Foundation: CHOPSTICKS, NOT CHOP-TREES by DDB Shanghai for China Environment Protection Foundation (cepf)

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Industry Public awareness, Environmental & Animal Issues
Media Promo & PR
Market China
Agency DDB Shanghai
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 June 2011

Awards

Cannes Lions 2011
Promo & Activation Lions Best Use of Experiential Marketing in a Promotional Campaign Bronze

Credits & Description

Type of Entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser/Client: CHINA ENVIRONMENTAL PROTECTION FOUNDATION
Product/Service: ENVIRONMENTAL ACTION
Entrant Company: DDB CHINA GROUP Shanghai, CHINA
Sales Promotion/Advertising Agency: DDB CHINA GROUP Shanghai, CHINA

CHIEF CREATIVE OFFICER: Michael Dee (DDB China Group / DDB Shanghai)
CREATIVE DIRECTOR: Shih-yen Lee (DDB China Group / DDB Shanghai)
Associate Creative Director: Lim Boon Seng (DDB China Group / DDB Shanghai)
Art Director: Lim Boon Seng, Michael Ma, Kevin Jiang (DDB China Group / DDB Shanghai)
Copywriter: Hesky Lu, Adam Wang (DDB China Group / DDB Shanghai)
Agency Executive Producer: George Ooi (DDB China Group / DDB Shanghai)
Producer: Eugenia Zhen (DDB China Group / DDB Shanghai)
Photographer: Leslie Sim (Untold Image)
Executive Producer: Sean Chen (Cheers Films Shanghai)
Production Art Director: Lin Tao (Cheers Films Shanghai)

Describe the brief from the client:
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.
Describe how the promotion developed from concept to implementation:
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.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service:
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 created a piece of installation and exhibited it at busy districts to raise their awareness.

The Promo / PR Ad titled China Environmental Protection Foundation: CHOPSTICKS, NOT CHOP-TREES was done by DDB Shanghai advertising agency for China Environment Protection Foundation (cepf) in China. It was released in Jun 2011.