Timberland Backs China's First Carbon-Neutral Concert

Beijing Event Stars Environmental Advocate Wang Leehom

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BEIJING (AdAgeChina.com) -- Timberland organized China's first carbon-neutral concert this month in Beijing for the American-Chinese singer-songwriter, director and actor Wang Leehom.

Wang Leehom at China's first carbon-neutral concert
Wang Leehom at China's first carbon-neutral concert
The concert is part of the Timberland Earthkeepers Nature Need Heroes campaign introduced by the outdoor wear manufacturer in September in Shanghai, where Timberland named Mr. Wang, 34, an "earthkeeping hero," a title also held by another musician, Wyclef Jean.

As part of the campaign, Mr. Wang updates an eco-oriented blog on a website, www.earthkeepers2010.com, launched by Timberland this year in English and Chinese. He was also a judge in a regional Timberland Earthkeeper T-shirt design contest this fall.

Over 600 fans, including design contest winners from Singapore, Taiwan, Hong Kong and China, attended the Beijing concert, which was certified by the China Beijing Environmental Exchange. Concert posters will be recycled into shopping bags or folders, all display panels and set decorations were made from reclaimed wood, no disposables were used at the event and all food and beverages served were locally sourced or organic to cut down carbon footprint. All invitations and wrist bands were made of seed paper that grow plants and every concertgoer entered the venue with a wrist band which can be planted after the concert. Concertgoers were encouraged to carpool or use public transport.

In addition to hearing Mr. Wang, concert goers saw a grassroots band, Green Drummers Group, that uses recycled materials as instruments. The event was organized by Pegasus, an Edelman-owned marketing communications firm, Eastwei PR agency and the Click360 production house.

Mr. Wang has become an advocate of environmental friendliness, taking part in tree-planting events in Europe and Asia. He has auctioned his clothes to raise money to buy saplings and backed an eco-fund to support the revival of tree plantations in Taiwan. He also dedicated his 2007 album, "Change Me," to the theme of improving the environment.

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