As the scene on Wimbledon courts gets hotter with a much-anticipated clash between the Williams sisters what also catches the eye of sports lovers is beyond the game and the gorgeous ladies! I m talking about the HSBC: Wimbledon Grass Art here. The agency JWT, London is responsible for this brilliant blend of sports, advertising & art for the client HSBC (partner of Wimbledon this year). The agency enlisted British artists Heather Ackroyd and Dan Harvey who interestingly, use grass as a form of photographic paper! Their work involves projecting a black-and-white negative image onto a patch of grass as it grows in a dark room, and using the natural photosensitive properties of the grass to reproduce photographs.
To give shape to this particular work, these artists photographed 3 people (Tara Moore, Eddie Seaward and Lizzie May) before the tournament began. They then, displayed the grass versions of the photos on three large panels in Merton Park where the tennis fans have been camping and then queuing for tickets this year. Incase you are wondering who these people are here s a one-liner introduction to them:
·Tara Moore- competing in the qualifying tournament,
·Eddie Seaward- head groundsman at Wimbledon for the last 15 years, and
·Lizzie May- a coach for the Wimbledon Junior Tennis Initiative.
This OOH work is now hugely acclaimed and it would be unfair if I don t mention the credits here.
Executive Creative Director: Russell Ramsey, Art Director: Mark Norcutt, Darren Keff
Creative Director: Axel Chaldecott, Copywriter: Laurence Quinn, Phillip Meyler.
Via CreativityOnline
Tags: Ad agency, Advertisements, Advertising, Art, Canvas, Creative Advertising, Europe, Grass, Grass Art, HSBC, JWT, London, OOH, Sports, UK, Wimbledon