sTREEt campaign

Street 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.