Reverse graffiti

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Reverse graffiti also known as clean tagging, dust tagging or grime writing, is a method of creating graffiti on walls or other surfaces by removing dirt from a surface. It is usually done by removing dirt/dust with the fingertip(s) from windows or other dirty surfaces, as in the old joke of writing "wash me" with one's finger on a dirty car.

Reverse graffiti on windows or other glass can be highly visible due to the reflection of sunlight. Because reverse graffiti uses no paint or ink, and thus cannot be said to actually deface an object, it is often considered legal and used for advertising. Companies such as Microsoft and Smirnoff have advertised their products in this way. ^[1] In this context, marketers call it "streetbranding". The UK pressure group Keep Britain Tidy opposes reverse graffiti.^{[citation needed]}.

[edit] Methods and artists

Reverse graffiti can be created by using many different methods. The most common and well-known form is words or pictures drawn on dirty cars. A more advanced and difficult method is done by cleaning the graffiti onto dirt in the street, this dirt is difficult to clean off and the graffiti must therefore be created by scrubbing, aided with detergent, or by using a pressure washer.

GreenGraffiti is an international media network for sustainable communications. Specializing in reverse graffiti, GreenGraffiti did its first advertising campaign in February 2007 for Telfort. Clients since then have included MTV, Elle magazine, WWF, Universal Music, SMART, the Ministry of Education and local councils. The company is based in Amsterdam and is currently operating in eight countries. The company has its own water compensation program, generating one litre of drinking water in Brazil for every litre of water used in executing the campaigns.

Madmedia Limited were the first media agency in the world to commercialise reverse graffiti under the tag "reface not deface", and have executed campaigns of this kind for many blue-chip brands and charities across Europe.

Street Advertising Services are the most experienced providers of Reverse Graffiti in the World, they have carried out more than 100 campaigns across Europe for Puma, ING Bank, Nike, Carphone Warehouse, Sony, two Police Force's and several Council's in the UK.SAS

Since the September 2008 CURB Media (who utlise a similar method to reverse graffiti) have delivered more adverts in this way than any other company in the world, including the two biggest (by number) reverse graffiti/clean advertising campaigns ever delivered. Their campaigns for the likes of KIA, the BBC, Nicorette, Conde Nast and the Lawn tennis association have been featured in almost every single major trade media in the UK. From the 1st July 2009 they also plant a tree in the developing workd for every clean advert laid.

Paul Curtis, also known as Moose, of the United Kingdom is considered to be a pioneer for reverse graffiti.^[2] Curtis was recently charged in the United Kingdom under the Anti-Social Behaviour Act but the sentencing and implications are not known. There have been several instances of authorities attempting to prosecute those performing reverse graffiti. No authority has found legal ground to prosecute those who perform reverse graffiti.^[3]

[edit] References

[edit] External links

• Artist Draws 'Clean' Graffiti from Dirty Walls
• 'Reverse Graffiti' Artist Creates Tunnel of Skulls - from Wired.com
• Scott Wade's Dirty Car Art Gallery
• Alexandre Orion reverse graffiti's tunnel
• video of Reverse Graffiti being written
• Self-produced videos by reverse graffiti artist Moose
• Paul Curtis or Moose documentary on Current TV
• [1]
• [2]

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