A branding and advertisement firm in China created an interactive, optional street display for the organization China Environmental Protection Foundation to highlight the benefits of not driving.
We decided to leverage a busy pedestrian crossing; a place where both pedestrians and drivers meet. 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…
The resulting work is quite lovely to see. The campaign’s success was so great that the work, originally deployed in Shanghai has since been expanded to 132 roads in 15 Chinese cities. An estimated 3.9 million people have participated. It may be that the project simply engages people in a childlike activity akin to finger painting, a simple pleasure we don’t often dabble in as adults.
I wonder how far the green footprints go beyond the canvas. Are the sidewalks on either side a sea of green as well? I suppose it washes away in the rain.
- via Co.Exist