Pantone - This is Nude 3/4

Creative idea

Recognised for their colour expertise, Pantone continually review their colour names to ensure they resonate with the times. However we noticed one, which was exclusionary – a beige chip, Nude. The campaign goal was to empower and enlighten each other with the true meaning of the word nude, which started off with renaming the chip. The name change by Pantone was followed by a series of portraits – each confident in their own skin. These portraits were portrayed in OOH. The campaign helped launch the expanded SkinTone Guide with 28 new shades, all sampled from real people to represent the full spectrum of skin tones.

Brand name: Pantone
Advertiser / client: Pantone
Product / service: Pantone Skintone Guide
Campaign name: Pantone - This is Nude
Agency network: INDEPENDENT AGENCY
Agency: hasan & partners, Helsinki
Media agency: Ocean Outdoor
Production company: hasan & partners
Agency chief executive officer: Riku Vassinen
Executive creative director: Tobias Wacker
Creative director: Laura Tohtua
Art director: Niklas Nabb, Pauline Korp
Senior planner: Simon Hellman
Film production: Santeri Enstedt
Director of photography: Niklas Nabb
Post production: Jesse Heinilä