Greenpeace: DISPOSABLE FOREST

Credits & Description:

Category: Titanium and Integrated
Advertiser: GREENPEACE
Product/Service: GREENPEACE
Agency: OGILVY BEIJING
Date of First Appearance: Dec 18 2010
Entry URL: http://www.our-work.org/greenpeace/chopstick
Executive Creative Director: Bill Chan (Ogilvy Beijing)
Executive Creative Director: Doug Schiff (Ogilvy Beijing)
Associate Executive Creative Director: Wilson Chow (Ogilvy Beijing)
Associate Creative Director: Shiyang He (Ogilvy Beijing)
Copywriter: Doug Schiff (Ogilvy Beijing)
Copywriter: Lianhui Hao (Ogilvy Beijing)
Art Director: Shiyang He (Ogilvy Beijing)
Art Director: Shujie Qi (Ogilvy Beijing)
Art Director: Gongxing Wang (Ogilvy Beijing)
Art Director: Perry Zheng (Ogilvy Beijing)
Digital Art Director: Dong Liu (Ogilvy Beijing)
Digital Art Director: Xaioxin Yang (Ogilvy Beijing)
Flash Designer: Ajie Liu (Ogilvy Beijing)
Agency Producer: Tracy Wu (Ogilvy Beijing)
Agency Producer: Yong Zhang (Ogilvy Beijing)
Account: Raymond Tao (Ogilvy Beijing)
Account: Yoyo Liu (Ogilvy Beijing)
Account: Vivian Guo (Ogilvy Beijing)
Photographer: Zhu Liu
Illustrator: Shujie Qi (Ogilvy Beijing)
Media placement: Event - Shi Mao Tian Jie Shopping Center - 18 December 2010
Media placement: Outdoor Installations - Shi Mao Tian Jie Shopping Center - 18 December 2010
Media placement: Online+mobile - Mini-Site, SNS, Banners - 18 December 2010
Media placement: Poster - Various Locations Around Beijing - 10 December 2010
Describe the campaign/entry
Every ten seconds a tree is cut down in China to supply the nation’s daily demand for disposable chopsticks. Greenpeace decided to recycle 84,000 pairs and turn them back into trees.
The strategy was to have an event that could get media attention and spread the word of how the use of disposable chopsticks is needlessly destroying China's forests.
Describe how the campaign/entry was launched across each channel in the order of implementation
A ‘Disposable Forest’ was placed in a popular Beijing shopping area. Greenpeace handed out permanent-use chopsticks and encouraged people to make a pledge not to use disposable ones. Then people made a pledge by way of signature at the event, uploading their pledge to their Weibo account (China's Twitter) or going to the website to sign on. Posters were also created to encourage people not to use disposable chopsticks while encouraging restaurants to stop supplying disposable chopsticks.
Give some idea of how successful this campaign/entry was with both client and consumer
In the first two weeks over 100,000 people pledged at the event and on the Greenpeace mini-site, helped by a surge of Weibo (China’s Twitter) uploads encouraging many more to sign on. Posters spread the word and convinced restaurants to make a change.
As a result, 2,000 (and counting) restaurants across greater Beijing have replaced their disposable chopsticks with permanent-use ones.
In addition, Greenpeace is now working with the United Nations Environmental Program (UNEP) to create a pan-Asian pledge.