Whether you like it or not, Pantone, the company that calls itself “the global authority on color,” is the one which sets the trend colors for each year we live in. “Pantone has crowned a Color of the Year since 2000, and claims that the colors they choose, in essence, choose themselves,” states Strategic Factory. This year, Pantone settled down with a shade of blue, known as PANTONE 19-4052 Classic Blue. The color was made public to the audience during an event, for which Richard Swain, one of this year’s REBELS AND RULERS speakers, and his team at Huge worked very hard in organizing the event. “So proud to be part of a great team at Huge that helped pull off Pantone’s first-ever multi-sensory color of the year announcement,” said Swain.
Moving forward, we see Pantone creating its own creative campaigns based on this shade. For instance, just recently, the brand has joined hands with TBWA/Paris agency to design a marketing campaign that empowers people to have bold ideas and let their dreams come true — at least, in the form of colors.
The provider of professional color language standards and digital solutions, Pantone, thought it would be best for it to invite people to unleash their creativity via its campaign, which features a series of illustrations portraying landscapes. But these are not your typical images of nature. Nope, in these ones, the Paris-based agency used Pantone’s color of the year to contour Mother Nature’s best-kept secrets.
So, we have five visuals that are just as colorful as they are explosive. Through these, Pantone reaffirms its leadership position as the color authority and encourages people to continue to start experimenting with different colors. Between blue cactuses in a Mexico desert and red pinnacles of the Australian desert, Pantone takes each and every one of us in a journey that’s bursting with bold colors.
This universe imagined by the brand looks like being an extraterrestrial one, where only unearthly beings would live. But this is just the agency’s imagination which, by the way, looks like being a recurrent theme for the company. Remember that campaign for SNCF INTERCITÉS? You don’t? Let us enlighten you: last year, the agency launched a campaign for the railway company in which it enlisted a series of prints that portrayed intergalactic journeys. And all, for less than €15. For this small amount of money, people can “Travel Further Than [They] Think.”
Now, it is up to you if you immerse yourself in the futuristic world imagined for the railway company or if you decide to step in the universe sketched by Pantone. Careful what you choose for. With this campaign, Pantone establishes a universal language of color aimed at guiding everyone in building a world that resembles them. But it’s up to you, really…
