Agency Network: 
Published/Aired: 
December 2010
China Environmental Protection Foundation:  Chopstick tree
China Environmental Protection Foundation Ambient Ad -  Chopstick tree

Description

Every year Chinese consumes 45 billion pairs of disposable wooden chopsticks which equal around 25 million trees. We recycle over 30 thousand used disposable wooden chopsticks from restaurants all over Shanghai. Wash them, process and collage them into a 5-meter-high-chopstick-tree, we then break it down in the middle and then display the piece in the busiest district. Through the fallen chopstick-tree, we alert the people that the use of disposable wooden chopsticks means the destruction of large numbers of trees.

Ambient advertisement created by DDB, China for China Environmental Protection Foundation, within the category: Public Interest, NGO.

Advertising Agency: DDB, Shanghai, China
Creative Directors: Michael Dee , Shihyen Lee
Associate Creative Director: Lim Boon Seng
Art Directors: Lim Boon Seng ,Michael Ma
Copywriters: Hesky Lu, Adam Wang
Photographer: Leslie Sim
Agency Executive Producer: George Ooi
Executive Producer: Sean Chen
Line Producer: Eugenia Zhen
Production Art Director: Lin Tao
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Highest Rated

Glut's picture

I know they are used chop sticks, but i also think is a little counter-productive towards the cause.
Perhaps if instead of making a tree just for "Exposition" they would make something more productive I´ll be more excited with the idea.

Glut
Activity Score 3907
Public Relations at Glut. Ideas Boutique.
Chelsey Homan's picture

Love this kind of thing. It looks almost natural. But the little bit of unnatural qualities makes you want to look closer. Very clever, very well crafted. Just don't tell me a sweatshop full of underpaid laborers put it together and I'll be thrilled.

Chelsey Homan
Activity Score 90
morse's picture

Fantastic. Love it when art and advertising collide.

morse
Activity Score 17897
Art Director |

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

jackmancer2017's picture

Seems a very basic idea to me "Let's make a tree out of chopsticks". They've done it beautifully though, making it pretty much worthwhile.

jackmancer2017
cracker66's picture

Sorry this is not a "very basic" idea, not even "basic".

cracker66
Activity Score 163
Copywriter
brookjohnston's picture

I really like this, but one could argue that wasting 30,000 chop sticks to make a fake tree is a little counter-productive towards the cause.

brookjohnston
Activity Score 290
St. Lawrence College
AlfredoGil's picture

I didn't think about that, great point!

AlfredoGil
Activity Score 131
jackmancer2017's picture

True, good point :) But they're used chopsticks right?

jackmancer2017
CUTIEPIE's picture

I see your point but thats exactly the point!!! Used chopped sticks can be useful again, this time to create awarness, right?!

CUTIEPIE
Activity Score 339
miko1aj's picture

did You read the description? They RECYCLED USED chopsticks.

miko1aj
Activity Score 3010
AlfredoGil's picture

Great visual representation of the harm chopsticks can do to the environment. Simple, clear, and to the point!

AlfredoGil
Activity Score 131
Ads.chinaSMACK's picture

Chopsticks can be recycled yes? Great campaign though.

Ads.chinaSMACK
Activity Score 269

Advertising @ chinaSMACK
http://advertising.chinasmack.com

lchmommy's picture

If people would put them in the proper receptacles/centers in order to recycle them, then yes, in many places they would be recycleable. However, where I am for example, if one does not take the time to separate their recycleables from their "garbage", it goes straight to the dump. There is no sorting in between.

Even more sadly, several items that are actually recycleable are not accepted in recycling bins here, like glass. Also, due to fluctuations in markets, materials may not always be accepted.

lchmommy
Activity Score 2
jackblack's picture

I think one giant chopstick cut down like a tree would have been more impactful. But who am I? Jack Black that's who.

jackblack
Activity Score 2346
Art Director
Glut's picture

I know they are used chop sticks, but i also think is a little counter-productive towards the cause.
Perhaps if instead of making a tree just for "Exposition" they would make something more productive I´ll be more excited with the idea.

Glut
Activity Score 3907
Public Relations at Glut. Ideas Boutique.
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