The China Environmental Protection Foundation in collaboration with Jody Xiong from a Chinese creative agency DDB presented a very direct illustration of how walking more and driving less can help the world.
The creators of the ad unfolded a 12.6-metre-long and 7-metre-wide white canvas on the pedestrian crossings in 15 cities in China, with a huge bare tree drawn on it. On the sides of the sidewalks they put huge sponge cushions soaked in green paint which would leave paint on pedestrian shoes. As a result, every step (literally) made the tree go greener.
This inspiring campaign was designed to promote environmentally-friendly decisions, such as walking instead of driving. It was estimated to have involved almost 4 million people, creating 132 trees on the crossings. After the campaign, the print was exhibited at the Shanghai Zheng Da Art Museum.