Sustainable living has been promoted for years, but most of the promotion is guilt-based. For example, saying ‘global warming is caused by our ignorance’. In this campaign I try to shift away from this style, and make people comfortable about the idea of sustainable living instead. The campaign promotes sustainable living as a better way than their current lifestyle because through it they can make a positive impact. It is an ‘upgrade’ to the their current lifestyle. The tagline for all three items is ‘a simple way to make your mark’.

The first campaign piece is the ambient solution. It is in a form of a durable, modern digital screen with motion-sensor that is placed on the sidewalk. The graphic will originally show a dry tree. When pedestrians walk over it, the motion-sensor will generate leaves where their footprints were.