Pantone – This is Nude.

Creative idea

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 However, we noticed they had missed one outdated, exclusionary name – a beige color chip named Nude.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