GE might be a big business, but it’s not a boring business. It’s brand and business philosophy is ‘Imagination At Work’ and this should be applied to the creative communications too. Therefore, create a piece of work that delivers the message that GE is helping the National Gallery to reduce its carbon footprint in an imaginative and engaging way.

The ‘Living Masterpiece’ was the perfect embodiment of GE’s ‘Imagination At Work’ philosophy and its commitment to making the world a greener place. It transformed an ostensibly plain, urban setting into a vibrant, organic space.

Our unique 22m x 7m canvas was created from over 8,000 living plants and was in London’s Trafalgar Square – with an estimated weekly footfall of 2.5million. This means that over 60 million people saw the ‘Living Masterpiece’ during the 6 months it was there. With a total media and production cost of £134,000, this means that the cost-per-contact was extremely efficient at £0.002 – a figure that a traditional media plan could not match. It was a one-off exhibition. It has inspired discussions with GE on how it can be evolved and exported to major cities around the world.