Agency Network: 
July 2008
HSBC:  Wimbledon
HSBC Ambient Ad -  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.

Ambient advertisement created by JWT, United Kingdom for HSBC, within the category: Finance.

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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giusbon's picture


Activity Score 71
Copywriter at creative director
fen1x's picture

huhu very good art !

Activity Score 465
Graphic Designer at Multimedia Designer (graphic, www)
Tincho's picture

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

Activity Score 1081
Art Director
NatalieM's picture

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

Activity Score 1681
Topolewski |


amburel's picture

would love to see a close-up photo!

Activity Score 44
Advertising |

do you believe everything you say?

wildbore's picture

well done!

Activity Score 749
Creative Director at - - -
Quietglover's picture

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

Activity Score 59
theanc's picture

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

PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com

Activity Score 2778
Art Director at Grey Brazil |


Chris's picture


Activity Score 1925
Art Director
samuelcarlos's picture

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

Activity Score 110
Art Director
crhule's picture

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

Activity Score 10
Art Director at art director |


kristencastro's picture

This is awesome.

Activity Score 16
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