To capture people's attention we used animals to bring humor to green issues in China.
Environmental campaigns often convey a sense of imminent crisis. And, whilst Chinese audiences can understand the implications of environmental issues, they often feel powerless and don't know where to start to make a difference.
Alipay wanted to increase the awareness around environmental challenges and provide easily achievable changes to our every-day behavior that would help protect it.
Who else better inspires humans to live a low-carbon life than animals that rely on the forest?
Together with Alipay, we created 'This is very Green', a series of films for social media starring a range of animals in the forest, to drive home the idea that these "green" initiatives protect animals in their native habitat.
In humorous videos, our forest inhabitants explain how customers can play their part in a greener future.
We combined metaphor and hard-hitting messaging, for example, an elephant tells us to use fewer disposable straws as it sucks up rainwater with its trunk, and a crab tells us to use fewer disposable chopsticks while flexing its claws.