woensdag 20 januari 2010

Art and Advertising


Some state that art is closely linked to advertising. This relationship can work both ways, one inspiring the other, or the other way around.

While it’s fairly new to be green in advertising, street artist have been eco-minded for a longer period of time. Reverse graffiti has been around for more than eighty years and has developed from writing simple statements on cars like “wash me” to creating beautiful and tremendous pieces of art. Resources have expanded from water to even using sand or moss to create a shape or message.

Take Moose for example, no not the animal, but the pseudonym of Paul Curtis the street artist. He was one of the first that discovered the power of cleaning. His tools are simple, using a shoe brush and water. He calls himself “the professor of dirt”, creating beautiful pieces of art. He got inspired when he worked as a dishwasher, spotting some dirt on the wall, and creating an even bigger spot by cleaning it. In the end he cleaned the whole wall, because of the big contrast between dirty and clean spots.

Doug Pray made an interesting documentary of one of his biggest works, cleaning a tunnel in San Francisco, drawing pictures of indigenous Californian plants, which had grown there if the tunnel didn’t exist. Please feel free to become a fan and watch the documentary on our GreenGraffiti® Facebook. The contrast between the dirt and clean spots is highly visible.



Street artist Edina Tokodi is a fairly new ‘graffiti’ artist, putting a new spin on green tactics and takes it to another level. This lady studied graphic art and design at the Hungarian Academy of Fine Arts and also completed urban design course work in Milan, Italy.

The work of Tokodi can be touched and felt and with here artwork she hopes to recreate the relationship between nature and the city people. By seeing and feeling her art they hopefully get in touch with nature again.

She creates different shapes and forms, mostly animals or plans vivid in her memory from when she was living in Central Europe. The green colour of the moss is in great contrast with the surrounding area’s sheathed in steel, glass, pavement, and stone...

Tokodi strongly believes that the reactions of passers (or the lack of any reaction at all) is a real indicator of a deeper malaise that we need to pay attention to and reseed with “mentally healthy garden states” and direct interactive engagement.


So there is moss and water to use. But when I thought I’ve saw it al, I found this video, surfing the Internet, of twenty-four year old Kseniya Simonova, drawing a series of pictures on an illuminated sand table portraying how ordinary people where affected in The Great Patriotic War in Ukraine.

Everyone has seen sand castles before, but this is a unique practice that amazed a lot of people so far. This video speaks for itself so there’s no need to elaborate anymore on this.

video

Perhaps, when we have had a lot of practice, these techniques may come in handy one day for GreenGraffiti®. It’s always good to be inspired, keep track on what is going on in the art world and have big dreams, but for now, lets focus on refining our water practices before we dare compete with these artists!

dinsdag 12 januari 2010

GreenGraffiti looks back on the year 2009

Dear GreenGraffiti® followers,

After a short Christmas break, to reload our batteries, we are back on track starting the New Year by looking back on the past and making an evaluation of our year.

Luckily we can look back on 2009 as a highly productive year. GreenGraffiti® has grown tremendously from a small start up, to doing over sixty campaigns in year one. We have executed campaigns throughout the Netherlands, in over more than thirty cities.
We have had a vast variety of clients, from large companies to smaller initiatives. From commercial clients like Heineken or Starbucks for promotional goals, to city councils promoting social community based projects. We selected some of our own personal favourites, which we considered would give you a good representation of our year.

The National Postcode Lottery provided us with our biggest campaign so far, doing 1750 advertisements in 24 cities! By using GreenGraffiti® we promoted the use of the LED-lamp, which is an energy efficient replacement of the light bulb. The campaign generated a lot of attention and hopefully created awareness amongst the Dutch citizens that it is better for the environment to use a LED-lamp.

video

‘Better ride your bike’ was a campaign executed for the environment service of Brabant to encourage people to ride the bike instead of taking the car to work. GreenGraffiti's in the shape of bikes where placed next to cars and parking meters to trigger the decision to ride the bike. We liked this campaign a lot because they are in line with our vision of sustainability and giving something back to society.



Our campaign for the Amsterdam Police had a social goal as well. We gave back to the community, by doing an anti car break-in campaign. Together with the police we made people aware of not leaving valuables in their car in order to prevent petty crimes.


















To show you that GreenGraffiti® can be used in multiple ways, we would like to share with you our collaboration with designer Marcel Wanders. We created an art-like Christmas pattern to decorate the streets for Christmas.



Besides doing promotion for our clients we had PR going on for ourselves. We had our first appearance on Dutch television, in the show ‘Bij ons in de BV’ where we won a pitch by presenting our business idea. After this television appearance we became widely known.
We also featured in different magazines like Margriet, Libelle and Esta, who wrote some inspiring articles about green entrepreneurship, giving back and sustainability.

By looking back, we can happily conclude that 2009 was quite an eventful year for us. We grew, we learnt, we used our concept in multiple ways, and gave back to society.

So hear is a toast to 2010, that it may be an exiting and sustainable year for everyone!