Construction cranes in the bamboo forest; Balancing nature and urbanization in China PSA Advertising.

Great PSA ad campaign focuses on China’s preference  for urbanization over environment. This style of Chinese landscape painting is very traditional, and can be seen pretty much anywhere in China.

By mixing elements of urbanization (ie: construction towers, etc) the message twists from the “seen that painting before” to “whoa, wait a sec”; the implication of China’s recent materialistic urban sprawl’s negative impact on China’s historic natural roots.

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Client: China Environment Protection Foundation
Agency: JWT Shanghai
Creatives:
Yang Yong Liang (Photographer)
Yang Yong Liang (Illustrator)
Sean Tang (Designer)
Yang Yeo (Executive Creative Director)
Jacqueline Ye, Rafael Freire (Copywriter)
Lillie Zhong, Yang Yong Liang (Art Director)
Country: China
Other Credits: Print Production: Liza Law, Joseph Yu, Tao Shen
Client Service: Betty Tsai

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Tagged as: Asia, Business and Economy, China, Chinese landscape painting, JWT, Maps and Views, PSA, Shanghai