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Jody Xiong of DDB China in conjunction with the China Environmental Protection Foundation created this wonderful outdoor campaign to create a subtle visual reminder of the environmental benefits of walking versus driving. Enormous white canvases with a bare tree were placed across 132 crosswalks in 15 Chinese cities.
As pedestrians crossed their shoe soles were imprinted with a small amount of green paint, leaving behind a trail of leaf-like footprints.
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.
