In celebration of the partnership between HSBC Bank and the Wimbledon tennis tournament, JWT London created this amazing “grass photographs†billboard using an innovative grass-growing process. The choice of grass is a nod to Wimbeldon's grass courts.
The billboard features three Wimbeldon representatives: Eddie Seaward, the head groundsman at Wimbledon for the past 15 years; player Tara Moore; and Lizzie May, a coach for the Wimbledon Junior Tennis Initiative.
The "photographs" were created by British artists Heather Ackroyd and Dan Harvey by projecting black and white negatives onto light-sensitive grass as it grows in a dark room for 12 hours each day for more than a week. The special grass grows at variable rates according to the modified light exposure. The resulting image “develops†on a living canvas.
The ad was created by JWT London with creative direction by Russell Ramsey, Axel Chaldecott, Darren Keff, Phillip Meyler, and art direction by Mark Norcutt.
See McDonald's own growing garden ad which is made from real lettuce:
Why This Trend Is Growing
- Grass-growing Process
- Disruptive innovation opportunity: Explore the use of grass-growing process in advertising to create unique and environmentally-friendly billboards.
- Light-sensitive Grass
- Disruptive innovation opportunity: Develop new applications for light-sensitive grass in the art and design industry, such as creating living canvases or interactive installations.
- Projection-based Art
- Disruptive innovation opportunity: Combine projection technology with natural elements like grass to create visually stunning and immersive artworks.
Industries Being Reshaped
- Advertising
- Disruptive innovation opportunity: Incorporate innovative techniques like grass-growing process in outdoor advertising campaigns to capture attention and enhance brand messaging.
- Art and Design
- Disruptive innovation opportunity: Merge technology and natural materials, like light-sensitive grass, to push the boundaries of art and design, creating interactive and dynamic experiences.
- Tennis and Sports
- Disruptive innovation opportunity: Integrate unique visual elements, such as grass-infused billboards, into sports marketing strategies to create memorable and engaging campaigns.
