The Cloud Appreciation Society
By Belinda
On Have I Got News For You the other night, there was a story about a potential new variety of cloud that had been identified by The Cloud Appreciation Society. This new variety of cloud is characterised by “a turbulent, violent, chaotic form of undulation” according to Gavin Pretor-Pinney, founder of the Cloud Appreciation Society. And he proposes that it is named Asperatus, the latin word for ‘rough’.
He has reportedly received many photographs of this new cloud variety from members all over the world. Could it be that due to global climate change we’re witnessing a new weather phenomenon? Or is it because of the proliferation and portability of digital cameras that such moments are captured and forwarded to one and then the many.
Maybe there aren’t new things happening with clouds, just new ways of seeing the sky. So if we want to be innovating for the brands we work for, we should stop looking for something new and try looking for new ways of seeing instead.
