HSBC: Wimbledon

As part of HSBC’s partnership with the 2008 Wimbledon Championships, JWT commissioned leading British artists Ackroyd & Harvey to produce a unique artwork using the medium of grass.

As grass is at the heart of the Wimbledon experience, this piece captures the unique essence of the most famous lawn Tennis tournament in the world.

The piece that Ackroyd & Harvey have produced is a fascinating combination of art and science, of past and present. By projecting a black and white negative image onto a patch of grass as it grows (in a dark room) they use natural photosensitive properties of the grass to reproduce photographs – thus using grass as a living photographic medium.

From a distance they look like any other monochrome photograph; up close they look like perfectly ordinary grass. Typical exposure time is just over a week, with the image projected for 12 hours a day.

For this work, they photographed three people at Wimbledon prior to the tournament, and displayed the resulting 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.
Next to the piece you can read about the three people featured who represent the essence of Wimbledon: 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.

Advertising Agency: JWT London, UK
Artists: Ackroyd & Harvey
Executive Creative Director: Russell Ramsey
Creative Director: Axel Chaldecott
Copywriter: Laurence Quinn
Art Director: Mark Norcutt
Creative Team: Darren Keff, Phillip Meyler
Art Buyer: Stuart Heyburn
Account Director: Will Kirkpatrick
Account Manager: Tanya Hamilton-Smith

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12 comments

giusbon's picture
giusbon
71 pencils

AWESOME!!!

fen1x's picture
fen1x
471 pencils

huhu very good art !

Tincho's picture
Tincho
1093 pencils

Now thats fkn AMAZING!!!! ("science + ads" use to be a nice formula)

NatalieM's picture
NatalieM
1687 pencils

Hmm, the picture doesn't do the description of the process justice. I hope this piece looks amazing in person.

amburel's picture
amburel
44 pencils

would love to see a close-up photo!

wildbore's picture
wildbore
749 pencils

well done!

Quietglover's picture
Quietglover
59 pencils

Very nice idea, one shot billboard but it's ok :)

theanc's picture
theanc
2778 pencils

Seems pretty different but it doesn't make me say "wow".

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Chris's picture
Chris
1987 pencils

nice!

samuelcarlos's picture
samuelcarlos
110 pencils

Cool trick with the grass, but the imagery chosen is a bit uninspiring.

crhule's picture
crhule
10 pencils

The process is so simple but who would have thought to do it this way?
Simply amazing.

kristencastro's picture
kristencastro
16 pencils

This is awesome.

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