Cannes Contenders: Y&R Shanghai

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How will Asia Pacific perform at Cannes this year? In the lead up to the Festival this weekend Campaign Brief will be showcasing the work we hope will impress the judges ….

Pantone 1.jpgPantone – The Power of Colour

Pantone, one of the world’s leading authorities on color, wanted to connect with a new Asian generation of young artists and designers.

 

A generation, which had not grown up with the Pantone heritage, and therefore had limited knowledge of the brand, and the value of their not so little books of color swatches.

 

We therefore created a campaign that they could relate to.

 

Using huge Pantone color swatches with their own unique color numbers, we combined the uniqueness of the color with small sections of well known cartoon characters. The intention being to intrigue the viewers into working out which character was depicted, and at the same time making people aware of the importance and subliminal power of color, and how getting it just right really does matter.

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