To demonstrate GE’s commitment to helping reduce the National Gallery’s carbon footprint, AMV BBDO created the world’s first “living” masterpiece.

The recreation of Van Gogh’s “A Wheatfield, with Cypresses” is made up of over 8,000 plants and was grown and installed in the proper sequence with the help of a computer system over a four month period. The huge 22-meter site remained in Trafalgar Square until the end of October 2011.

The living wall, a creative manifestation of GE’s commitment to the environment that generated an incredible amount of buzz, also proved emblematic of its brand platform: Imagination at Work.