Pan­tone.

Helping Pantone inspire a new generation of designers to recognize color as a critical form of communication that expresses and affects our most important ideas.

Overview.

Color of the Year 2020.

Helping Pantone inspire a new generation of designers to recognize color as a critical form of communication that expresses and affects our most important ideas.

Pantone influences product development and purchasing decisions in nearly every industry and country, including fashion, home furnishings and industrial design, as well as product, packaging, automotive and graphic design. But as the brand headed into a new decade, it needed to stay ahead of the copycats and reach a new generation of digital-first, socially conscious designers and creators. As Pantone’s creative agency of record, we set out to inspire designers to recognize color as a critical form of communication in the ways that they would least expect it.

Work.

Experiential 2019.
  • Strategic Communications
  • Experiential.

  • Social.
  • Strategy.

We count on Huge to help us steer the Pantone brand forward, ensuring Pantone’s global color thought leadership position and relevance in our rapidly changing world.


Laurie Pressman, Vice-President Pantone Color Institute.

Pantone 2020 Color of the Year.

For the past twenty years, The Pantone Color of the Year educated the world on the symbolic nature of color. But as the brand headed into a new era, the iconic annual platform was in need of a refresh. So we decided to reimagine it. We were driven by the insight that color is experienced uniquely, and is filtered through all of the senses.

Sound x Pantone 2019.
00:43

Play.

Pantone at Artech House.

To celebrate this truth, we brought the 2020 Color of the Year to life through a multi-sensory and for the first time, truly inclusive experience. We enabled people to see, hear, feel, and smell Pantone’s 2020 Color the Year, Classic Blue, through a multi-sensory, immersive experience at Artech House in New York City.

Within the first 24 hours, the campaign generated over 1.2 million organic views on Instagram and over 1,300 placements media placements across a wide spectrum of outlets, including The New York Times, Associated Press, Vogue, Vanity Fair, CNN, Refinery29, Adweek and Time, garnering more than 35B impressions—a 1044% impression increase over the previous year’s color. Within the first month, the campaign generated 3,345 placements, 43B impressions, and a 30% increase in Color of the Year-related search volume over the previous year. The campaign received numerous accolades, including being ranked the 11th best global communications campaign of the year by PRovoke Media. And as the most successful launch in Pantone’s history, the campaign allowed more people to truly experience Classic Blue than ever before, while helping Pantone embrace a more inclusive and innovative path for the future.

Outcomes.
1.2M+
Organic views on Instagram.
1,300+
Over 1,300 placements media placements.
35B+
35B+ impressions.

Event photos.

Pantone 2020 CotY.

Color of the Year 2020 Time lapse.
00:38

Play.