Not All Forests Are Green
Most of Norway’s forests have been cut down. Today, less than 2% of the country’s oldest natural forests remain, a quiet loss that often goes unnoticed by those walking through them. WWF wanted to shed light on this reality and make the difference between natural forests and production forests impossible to ignore.Together with Smeh, who led the idea and concept, we designed and developed a shoe that reveals the forest beneath your feet. Using GPS data, the shoe identifies whether the wearer is walking in a natural forest or a production forest. When the shoe blinks green, it signals a remaining piece of untouched nature. When it blinks red, it exposes a forest shaped by industrial logging.What we see as forest is not always nature. By revealing the difference with every step, the shoe reminds us of a simple truth: not all forests are green.
To extend the campaign’s reach, WWF collaborated with influencers such as Jenny Skavlan, who shared the message organically through their own platforms.
Process
The process balanced technical experimentation with material craft, exploring where sensor and components could be positioned on the shoe to withstand moisture and heavy use.
