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HSBC's Wimbledon Billboards

 - Jul 5, 2008
References: creativity-online
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: