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  • Sustainable communication......street art.......green graffiti. Call it what you will. A new style of communication has hit the streets and the corporate world is sitting up and taking note.

    An early pioneer of the movement is Englishman Paul Curtis, better known as ‘Moose’. No paint, no defacing, Moose takes his cue from the ‘wash me’ messages on the back of trucks. He works in sooty tunnels and on dirty road sidings, by inscribing images, slogans and tags in the dirt. He has been commissioned by a number of brands, such as Smirnoff, who want to convey a sense of “clean” in an innovative way.

    Other artists have used snow, chalk and sand in the same way.

    Leading the way internationally is Dutch new media and communication agency Greengraffiti. Working in the public, government and not for profit sectors, their messages are clean and strong. In their words, ‘using our business as a tool for social and environmental improvement, we aim to be the world market leader in sustainable communication.’


    Their first campaign won them a media following and a nomination for a Young Sustainability Award. Their first licensee partner was in Canada, and 9 others followed soon after. Their campaign for Dominos made Fox News, and the associated website got 29 million internet impressions. Their Biodiversity campaign, for the European Union, became their first international campaign, running in 6 countries, receiving massive exposure through an article in the New York Times, and lead to work with brands like Sony, ING, Starbucks and Renault.

    I guess one of my all time firm favourite sculptors, Andy Goldworthy, has been working in this way, using impermanent materials to inspire a feeling for over 20 years now. Less political, and more ethereal he has used snow, water, ice, leaves and rocks to convey a message.

    Whether art for arts sake, or media slogan there’s definitely something in this movement, and I’ll be watching closely as the trend develops.


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    References: www.inhabitat.com/reverse-graffiti
    www.greengraffiti.nl