C a n n e s I n i t i at i v e 2 0 0 9 : A r i e l e n e r g y s av i n g .

p r i n t / a m b i e n t / v i r a l

pegs

insight: Washing in cold water prevents clothes from shrinking in the wash.

B e c a u s e w a s h i n g i n c o l d w a t e r u s e s s i g n i f i c a n t l y l e s s e n e r g y t h a n h o t w a t e r,
it also helps prevent a shrinking environment (eg forests, glaciers and rivers).

line: Washing in cold prevents shrinking.

idea: We take the saying about laundry and link it to the environment.
 Art direction:

An artist did the above installation at the Pompidu. Imagine if we did this but it was made out of clothes
p e g s ( t o l i n k t h e i m a g e s o f t h e e n v i r o n m e n t t o l a u n d r y. W e c a n u s e d i f f e r e n t c o l o u r e d p e g s t o t h e e x t e n t t h a t
each peg basically becomes a pixel in a larger image. The pegs will form images of environments in danger of
shrinking. It could be a really unusual style of Art Direction.

We would actually build these installations structures and display them as ambient in public places. We would

also get a photrographer to shoot them, then becoming our print.

possible type of images to make out of pegs:

A d i s a p p e a r i n g r i v e r, g l a c i e r a n d f o r e s t .
 L ay o u t:

print would be cropped in close

Washing in cold prevents shrinking Washing in cold prevents shrinking

We would do three different images/installations (a forest, a glacier and a river). The tagline will be pegged up...
Vi r a l :

First we see the making of the installation and all the people involved in putting the peg installation/image
t o g e t h e r. W e f i l m t h i s i n s t o p m o t i o n a n i m a t i o n s t y l e ( s o s p e d u p o v e r t i m e ) .

Then we see people begin to move pegs around again changing the image slightly each time. The forest shrinks
as pegs are moved around. So the image is animated by replacing the colours of the pegs and it appears that
the forest shrinks before our eyes.

F i n a l l y s o m e o n e p e g s u p a s t r i p o f m a t e r i a l t o t h e a r t w o r k . O n t h e m a t e r i a l i t r e a d s ‘‘ W a s h i n g i n c o l d
p r e v e n t s s h r i n k i n g ’’

The image stops shrinking/changing.

T h e y p e g u p o n e m o r e s t r i p o f m a t e r i a l a t t a c h i n g i t t o t h e a r t w o r k . I t r e a d s ‘‘ AR I EL . GREAT RESULTS AT ANY

TEMPERATURE . ’’
A m b i e n t:

W h e n i t i s t i m e f o r t h e i n s t a l l a t i o n s t o b e t a k e n d o w n w e s e t u p a h u g e w a s h i n g l i n e t h a t s t r e c h e s a l o n g t h e c i t y.
People are invited to sign a pledge and to peg it to the line. The pegs from the art work are used to peg up each
individual pledge.

These ‘real life’ pledges have people sign their name pledging to wash in cold water from now on.