DISPOSABLE FOREST
| Client | GREENPEACE |
| Product | GREENPEACE |
| Entrant | OGILVY BEIJING, CHINA |
| Type of Entry | Use of Media |
| Category | Best Use of Ambient Media: Large Scale |
| Title | DISPOSABLE FOREST |
| Product/Service | GREENPEACE |
| Entrant Company: | OGILVY BEIJING, CHINA |
| Advertising Agency: | OGILVY BEIJING, CHINA |
| 2nd Advertising Agency: | CHINA CENTRAL TELEVISION Beijing, CHINA |
| Credits |
| Bill Chan |
Ogilvy Beijing |
Executive Creative Director |
| Doug Schiff |
Ogilvy Beijing |
Executive Creative Director |
| Wilson Chow |
Ogilvy Beijing |
Associate Executive Creative Director |
| Shiyang He |
Ogilvy Beijing |
Associate Creative Director |
| Doug Schiff |
Ogilvy Beijing |
Copywriter |
| Lianhui Hao |
Ogilvy Beijing |
Copywriter |
| Shiyang He |
Ogilvy Beijing |
Art Director |
| Shujie Qi |
Ogilvy Beijing |
Art Director |
| Gongxing Wang |
Ogilvy Beijing |
Art Director |
| Dong Liu |
Ogilvy Beijing |
Digital Art Director |
| Xiaoxin Yang |
Ogilvy Beijing |
Digital Art Director |
| Ajie Liu |
Ogilvy Beijing |
Flash Designer |
| Tracy Wu |
Ogilvy Beijing |
Agency Producer |
| Yong Zhang |
Ogilvy Beijing |
Agency Producer |
| Shujie Qi |
Ogilvy Beijing |
Illustrator |
| Raymond Tao |
Ogilvy Beijing |
Account |
| Yoyo Liu |
Ogilvy Beijing |
Account |
| Vivian Guo |
Ogilvy Beijing |
Account |
| Cara Fan |
Ogilvy Beijing |
Account |
Results and Effectiveness:
Over 100,000 made their pledge not to use disposable chopsticks in just the first three weeks after the event. Over 40 media reported the event. Over 2000 restaurants also took the step to stop supplying them as well. The support was so encouraging that Greenpeace China is now working with the United Nations Environmental Program (UNEP), to create a pan-Asian pledge later this year.
Creative Execution:
To reach far more people than would be possible through an conventional ad campaign, a “disposable forest” of 4, 16-foot tall trees was created out of 84,000 used chopsticks, and put in place over a 3-day weekend at one of Beijing’s most popular shopping centers. While Greenpeace handed out permanent-use chopsticks, people were encouraged to make a pledge not to use disposable chopsticks both at the event and online.
Insights, Strategy and the Idea:
Last year 3.8 million trees in China, one every 10 seconds of every day, were cut down to supply the nation’s demand for an astounding 57 billion disposable chopsticks. Greenpeace wanted to create awareness about this forest destruction and encourage citizens to stop using disposable chopsticks.
