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LIVING MASTERPIECE

Award: Yellow Pencil

Yellow Pencil / Branding / Brand Experience & Environments / 2012

To demonstrate GE’s commitment to helping reduce the National Gallery’s carbon footprint, we created the world’s first ‘living’ masterpiece. Using over 8,000 plants we recreated one of the National Gallery’s most famous paintings, Van Gogh’s ‘A Wheatfield, with Cypresses’. Over a four-month period the plants were grown and then installed onto a huge 22-metre site outside the gallery in the middle of Trafalgar Square. During its six-month installation it was seen by over 60 million people.

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