China Environmental Protection Foundation: Sign

Brief: Over use of automobiles as a key mode of transport and the fact that people are driving more and more in their daily lives has led to temperature increase, heavy air pollution and other global environmental crisis. We need to deliver a message to drivers that ‘over reliance on car travel’ is one of the main causes of serious damage to nature and the environment.

Solution: One of the most obvious results of the global ecological crisis is that the animals are losing their natural habitats. Therefore our solution was built around the concept of animals losing their homes, and we created an idea that was relevant to the driver, advocating ‘Low carbon travel. Don’t be a predator to ecology.’

Location/Scale: We selected parking spaces and signs, printed the signs with images of a variety of animals whose living space has been destroyed, and made the ground of the parking area into a reconstruction of the animals’ home. When people park their cars, they are invading the animals’ home and driving them away, causing the animals to lose their homes and living space. With the help of this set-up, we help every driver clearly understand the harm caused by driving, and thereby highlighting our message of ‘Low carbon travel. Don’t be a predator to ecology’

Advertising Agency: Dentsu, Beijing, China
Creative Directors: LiangYue, ArchiveLi, SamSun
Art Directors: LiGang, RichardWang
Copywriters: SunFengTao, SuzieRan
Photographer: QuanJing
Published: June 2011

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7 comments

Boxey's picture
Boxey
8885 pencils

They don't look like parking spaces, and even still, it's convoluted.

morse's picture
morse
15028 pencils

I think it works, but a bit complicated indeed.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Lazarus's picture
Lazarus
1490 pencils

Working too hard.

Bad boy's picture
Bad boy
9 pencils

wowwwwwww... low carbon travel~~ got your idea! :-)

Glut's picture
Glut
3947 pencils

difficult to implement

drunk's picture
drunk
13 pencils

yes,got it,but how to do that? maybe need something else.....

dsklan's picture
dsklan
1927 pencils

good idea, but bad execution!

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