The Happiest Mother’s Day Card is a campaign devised by Proximity London, who have brought together talented artist Lizzie Mary Cullen with cutting edge technology from Grand Visual to create a real time giant Mother’s Day card for Oxfam.
Launching today at Westfield London, the artist’s giant canvas is divided up into lots of little squares which members of the public can go online and dedicate to their mum at happiestmothersdaycard.org. The artist then paints within that square, so the more people that take part and celebrate their mum, the more the card design will grow and blossom.
This mass audience fundraiser aims to raise £10 million to help mothers worldwide lift themselves and their families out of poverty for good. At the end of the event, the artwork will be turned into a giant Mother’s Day card, hopefully breaking the world record for most contributions to a greetings card. The attempt has been officially approved by Guinness World Records with the current record standing at 5,339 contributions.
Grand Visual provided the creative technology solution, which integrated the hardware set up with the online build. A robotic panhead camera was used to capture the artist’s physical canvas and this was then overlaid with a digital grid system linked directly to the website and also projected back onto the canvas. As the online dedications grow, so too does the size and breadth of the artist’s grid projection in real-time – ensuring the digital and real world elements are perfectly synched.