sTREEt campaign
Campaign
The sTREEt campaign was a public art branding campaign created to raise awareness of damage to street trees and drive change through the collection of signatures. To inform the public about the dilemma facing street trees, the campaign combined a panoramic image of Gangnam's 330 m long Garosu-gil with the campaign identity of “sTREEt” (with the “TREE” brought into relief) to spur a new appreciation for the trees. On-site, a petition calling for protection of the trees was carried out via the mobile Web, with participants able to sign using just their fingers. 10,300 signatures were collected in total.
iF Gold Statement
The concern of this very successful street campaign was to raise awareness about trees in an urban surrounding. The name of the campaign and its very strong logo, which says street and stresses tree within it, is very creative. The placement of the logo is great too because it is always part of the frame, which is the key element of the campaign. As soon as people could see a tree through it, they got involved in the issue and changed their perception of trees.
Client / ManufacturerDesign