The Woolmark Company

International Woolmark Prize

An interactive campaign and social art project for the 2016 International Woolmark Prize that elvolves over time as a result of real-time audience participation. Titled ‘Chain Reaction’, the experience connects people from all corners of the globe to interact with the visual imagery using randomly triggered visual effect alorithms that augment the content. With each new human interaction, the chain of collaborations grow making each participant an indispensable link in an inspiring social experience.