China Environmental Protection Foundation commissioned JWT Shanghai to prepare three print advertisements, using Shan Shui style art by well known landscape artist Yong Liang Yang to challenge the continual erosion and pollution of the waters and hills of China. Posters were placed in high visibility areas and in subway stations in Shanghai, along with an animated film version played in People Square Subway Station. The three paintings, Global Warming, Industrial Pollution and Industrial Pollution, when looked at closely (click for larger versions), show the impact of factories, cars and buildings on the environment.
“Let the hills be the hills and the rivers be the rivers.”
“Leave nature alone.”
“Don’t let nature come to an end.”
Click on the image below to play the video in YouTube (HD)
The Shan Shui campaign was developed at JWT, Shanghai, by creative director Yang Yeo, art director Lillie Zhong, copywriters Jacqueline Ye and Rachael Freire, designer Sean Tang, print producers Hester Lim, Liza Law, Joseph Yu, Tao Shen, with illustrator, photographer and art director Yong Liang Yang.
The campaign won a number of Lotus awards at AdFest 2009, including a gold for social engagement, three single silvers for social engagement, a bronze for outdoor social engagement, a gold for best use of illustration, gold for best art direction, and gold for animation.