When Viva Magenta was announced as Color of The year, AI looked like it was probably going to Skynet us. Rather than just submit, we took an experiential approach and let real people explore its artificial roots. The result was 53B impressions and the most successful campaign in Pantone history.
2023 CANNES SHORTLIST // FEATURED BY: THE LATE SHOW WITH STEPHEN COLBERT, THE NEW YORK TIMES, FAST COMPANY, VOGUE, CNN, THE WASHINGTON POST
The work resulted in a 25% brand lift in search, which the data team told me to say.
CREDITS
ECD: Diego Nicolau
AD: Meg Smart
VD: Sara Osorio, Keith Locke
MOTION: Giancarlo Orsi Chalmeta, Gino Nave
SPACE: Artechouse
CW: Joe Bianco