HSBC - Wimbledon Artwork Ackroyd & Harvey

As part of HSBC’s partnership with the 2008 Wimbledon Championships, JWT London commissioned leading British artists Ackroyd & Harvey to produce a unique artwork using the medium of grass. The piece that Ackroyd & Harvey have produced is a fascinating combination of art and science - 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.

Agency: JWT London Russell Ramsey (Executive Creative Director) Axel Chaldecott (Creative Director) Laurence Quinn (Copywriter) Mark Norcutt (Art Director) Artists: Ackroyd & Harvey Art Buyer: Stuart Heyburn Account Manager: Tanya Hamilton-Smith Account Director: Will Kirkpatrick Client: Heather McCracken, Brand communications manager Darren Keff (Creative) Phillip Meyler (Creative)

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (7)

  • tangomania's picture

    what's the relevance between hsbc and the tournament?

    Jul 08, 2008
  • Dabitch's picture

    grass = money in slang? ;) I have no idea why they chose to sponsor tennis.

    Jul 08, 2008
  • Neo's picture

    I'm willing to just love the artwork and thank HSBC for it without worrying about the connection just because its that cool.

    Jul 08, 2008
  • alex's picture

    I've never heard that one.

    Jul 08, 2008
  • Dabitch's picture

    Maybe it's my own personal term for money. (I might have gotten my languages crossed in my head - it might be Swenglish - I'm doing that a lot lately).

    Jul 08, 2008
  • purplesimon's picture

    When I read the accompanying text it's more obvious. HSBC is the world's local bank (or something like that, I'm not in fact-checking mode). Wimbledon used to be a local tennis club that has grown to global status. There's your connection. Probably.

    Anyway, it's cool and, as it's only a few miles from my house, I popped along to see it during the Championships. It was in my local paper - happily not globally distributed! Looked really impressive close up. The art, not the local paper.

    Jul 08, 2008
  • Allan1's picture

    Grass is green, and people often use green as a slang for money.

    Jul 09, 2008

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