Cannes Lions

Groundwork

WETRANSFER, Amsterdam / CHARITY EXHIBITION / 2021

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

As a B Corp certified company, we balance people and planet with profit. One of the ways we do this is by using our Climate Neutral Certified digital platform to bring positive change through ethical storytelling and supporting causes we care about. Why? Because we believe creativity can be used as a force for good.

Our collaborator the contemporary art institution, Serpentine Galleries, has an Ecology department that pushes the boundaries between art and activism led by curator Lucia Petriousti and Hans Olrich Obrist, one of the world’s most famous contemporary art curators.

Idea

From January until June 2021, Serpentine Galleries and our editorial platform come together to present Groundwork: a series of five digital multimedia compilations exploring the inspiration and research behind 5 artists’ new work for Back to Earth, the Serpentine’s multi-year project focused on instigating change in response to the climate crisis.

The artists participating include Revital Cohen & Tuur Van Baalen, Vivienne Westwood, Himali Singh Soin, Karrabing Film Collective, Tabita Rezaire. Each artist comes from a different part of the world - UK, Belgium, India, French Guiana, Australia - presenting diverse perspectives on the climate crisis.

Groundwork aims to bring greater awareness to the global climate crisis through a compelling presentation of artistic research and expression. Inspiring readers to act on the artist’s ecological vision by enabling donations to their chosen climate charity via our digital platform. To encourage participation, our platform pledged to double all donations up to €30,000.

Strategy

Delving into their creative process, we asked each artist to share their research and inspiration for their Back To Earth work. From visual references to written excerpts, we turned this material into digital multimedia compilations encompassing imagery, film, soundscapes and animations, which tell the story of their environmental campaign. Groundwork’s visual identity combined the simplicity of Wikipedia encyclopaedias with the activist connotations of graffiti spray paint to present a unique online series giving each artist the opportunity to share their vision with a large global audience of 4M monthly site visitors made up of Film, Music, PR and Marketing Creatives in an innovative way.

We enabled crowd philanthropy to the 5 artist-chosen charities by creating wallpaper backdrops for the charities to display on our digital platform. Our 70 million monthly users in 190 countries could donate by clicking on the wallpaper to a landing page or via the editorial feature.

Execution

To create the 5 editorial features, artist wallpaper and charity wallpaper backdrops, our creative studio used a mixture of archival material and previews of the artworks presented by the artists in Groundwork. These included animations, photographs, film material and in some cases immersive soundscapes that would trigger when a user hovers over certain icons on the page.

The graffiti elements were animated to give it that spray paint aesthetic, and the archival material was placed in grey boxes as if they’re taken from Wikipedia. A series of animated keywords relating to the specific artists were presented as text breaks throughout each editorial feature.

Artist releases:

First artist launch: 28th January

Second artist launch: 23rd February

Third artist launch: 26th March

Fourth artist launch: 22nd April

Fifth artist launch: 3rd June

Placement: our editorial site for the five artist features, and our digital platform for the wallpaper backdrops.