Green Pedestrian Crossing|海报/平面|广告营销案例【ADGuider广告指南】

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绿色行人过街

案例简介：简要说明: 中国环境保护基金会希望有一种引人注目的策略来敦促每个人为环境尽自己的一份力量。他们要求人们多走路，少开车。我们在街上做了一个户外广告来宣传这个信息。描述客户的简报: 40% 的一氧化碳排放来自汽车。根据中国商务部的数据，中国现在是世界上最大的汽车市场，有超过 5亿辆在路上行驶。这无疑对环境产生了巨大的影响。描述你是如何到达最终设计的: 我们在地面上铺了一块长 12.6米宽 7米的巨大帆布，用一棵无叶的大树覆盖着人行横道。放置在交通信号灯下的道路两侧，是海绵垫子，浸泡在绿色环保的可水洗和快速干燥的油漆中。当行人走向十字路口时，他们会踩到绿色的海绵上，当他们走路时，他们的脚底会在地上的树上留下脚印。每一个绿色的脚印都像生长在光秃秃的树上的叶子一样添加到画布上。表明市场的结果有多成功: 绿色人行横道在上海的 7 条主要街道上进行，后来扩展到中国 15 个城市的 132 条道路。参与的行人总数超过 3,920,000 人。在线和离线的主要媒体都迅速报道了这场运动。根据研究，人们对环境保护的总体认识提高了 86%。活动结束后，版画在上海证大美术馆展出。

绿色行人过街

案例简介：Brief Explanation: China Environmental Protection Foundation wanted an attention grabbing tactic to urge everyone to do their bit for the environment. They asked people to walk more, and drive less. We created an outdoor advertisement on the street to push this message. Describe the brief from the client: 40% of carbon monoxide emissions come from cars. According to China’s Ministry of Commerce; the country is now the world’s largest car market with over 500 million vehicles on the road. This is without a doubt having a huge impact on the environment. Description of how you arrived at the final design: We lay a giant canvas of 12.6 meters long by 7 meters wide on the ground, covering the pedestrian crossing with a large leafless tree. Placed on either side of the road beneath the traffic lights, were sponge cushions soaked in green environmentally friendly washable and quick dry paint. As pedestrians walked towards the crossing, they would step onto the green sponge and as they walked, the soles of their feet would make foot imprints onto the tree on the ground. Each green footprint added to the canvas like leaves growing on a bare tree. Indication of how successful the outcome was in the market: The Green Pedestrian Crossing was carried out in 7 main streets of Shanghai and later expanded to 132 roads in 15 cities across China. A total number of pedestrians that participated exceeded 3,920,000 people. Key media both online and offline rapidly wrote about the campaign. According to research, the overall awareness of environmental protection had increased 86%. After the campaign, the print was exhibited at the Shanghai Zendai Art Museum.