When Viva Magenta was announced, AI looked like it was probably going to overshadow us. But rather than submit to the machines, we took an experiential approach that let real people explore what Viva Magenta stood for, blending new tech with individual creativity. 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
With 65K visitors, broadcast pickup, and 20M organic views, 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