Jody Xiong Creates a Green Crosswalk to Spread Awareness

By: Romina S. Cortellucci - Published: • References: ddbchina & thisiscolossal
The green sidewalk created by Jody Xiong is a visual reminder of the benefits of walking. The campaign was made in collaboration with the China Environmental Protection Foundation, and is meant to draw the attention of Chinese citizens, urging them to walk more and drive less. This outdoor advertisement took place in 15 cities using white canvases that had a bare tree upon it. Yet, as pedestrians crossed the street, their shoes picked up a smidgen of green paint that appeared to fill the barren tree with leaves.

The tactic worked phenomenally as the campaign has garnered press on and offline. Along with an approximation of nearly 3,920,000 people who walked through the green installations. Jody Xiong along with the team at DDB China have truly outdone themselves with this artful environmental campaign. Stats for Artistic Environmental Sidewalks Trending: Older & Buzzing
Traction: 31,965 clicks in 119 w
Interest: 4 minutes
Concept: Jody Xiong
Related: 66 examples / 51 photos
Segment: Neutral, 12-55+
Comparison Set: 24 similar articles, including: common curiosity campaigns, silly sidewalk tags, and suicidal animal ads.