VML IM2.0 Shanghai makes 200 bird nests for the ‘Let migratory birds fly home’ project in China
China’s rapid urbanization, pollution, climate change and unsustainable exploitation of natural resources is causing the loss, degradation and destruction of natural habitats along the birds’ migration routes and threatens their survival. China Social Assistance Foundation (CSAF) National Network for Birds Protection hopes to appeal to people through a unique way that protects bird migration networks and bird nesting ecosystems, leaving more natural habitats for them.
VML IM2.0 Shanghai made 200 bird nests approximately 30cm in diameter by hand, using raw materials, and placed them in the trees around Beijing providing protection for birds in search of a home, triggering social media and networking topics.
It is estimated that 700 thousand individuals will participate in this interaction. Most people take pictures, mobile scan QR code and login to the ‘Let Migratory Birds Fly’ non-profit fund official website to understand the status of the migratory birds, and donate online for the migratory birds nests. This bird nests resettlement action has attracted extensive media coverage, including TV stations, magazines, newspapers, Facebook, the official website of World Migratory Bird Day and UNEP, and has caused a public sensation. This activity has also aroused heated discussion on Weibo and Facebook, drawing about 26,200 shares and 6,123 comments.
Credits – Executive Creative Director： Allen Lee. Creative Director： Weijun Lin. Art Director： Weijun Lin. Copywriters： Allen Lee, John Wish. Designers： Weijun Lin, Sammi Cheung. Editor： Bright Yu. Producers: Helen Liu, Sean Qu (Orange Film). Photographer： Zhang Lu (Grass Studio).