Shiyang He/
Dong Liu/
Shujie Qi/
Gongxing Wang/
Xaioxin Yang/
Perry Zheng, art directors
Lianhui Hao/
Doug Schiff, writers
Shiyang He, associate creative director
Wilson Chow, associate executive creative director
Bill Chan/
Doug Schiff, executive creative directors
Ajie Liu, designer
Zhu Liu, Zhu Liu Photography, photographer
Shujie Qi, illustrator
Tracy Wu/
Yong Zhang, agency producers
Ogilvy Beijing, ad agency
Bing Liu, Greenpeace, client
Every second of every day a tree is cut down in China to supply the nation's astounding demand for disposable chopsticks. Greenpeace decided to recycle 84,000 of those used (and sanitized) chopsticks and turn them back into trees. A 'Disposable Forest' was built and placed in a busy Beijing shopping area. Greenpeace handed out permanent-use chopsticks and encouraged people at the event and online to make a pledge not to use disposables. Hundreds of thousands made their pledge on the 'Forest' mini-site, helped by a surge of Weibo (China's Twitter) uploads. The news the campaign made, along with posters placed near restaurants, also led over 2,000 restaurants to stop using disposable chopsticks.