Pantone – This is Nude.
PANTONE continually reviews the color names in their palettes to make sure they resonate with the times. However, we noticed they had missed one outdated, exclusionary name – a beige color chip named Nude. The campaign, This is nude, celebrates people of the world – no matter their personal color code. Our goal was to empower and enlighten with the true meaning of the word nude, and all it took was a simple renaming of a color chip. This powerful action by PANTONE was followed by a series of portraits and behind-the-scenes footage of six individuals – each confident in their own skin.
Brand name: Pantone
Advertiser / client: Pantone Color Institute
Product / service: Pantone
Campaign name: Pantone – This is Nude.
Agency network: INDEPENDENT AGENCY
Agency: hasan & partners, Helsinki
Production company: hasan & partners
Web address: https://llama-ranunculus-6m5x.squarespace.com/pantone-this-is-nude
Executive creative director: Tobias Wacker
Creative director: Laura Tohtua
Art director: Pauline Korp, Niklas Nabb
Copywriter: Laura Tohtua
Designer: Pauline Korp
Managing director: Riku Vassinen
Pr director: Eva Kiviranta
Photographer: Niklas Nabb
Film production: Marc Stevenson