Any Colour Ads
Proving a USP by turning every media placement into a product demonstration.
The Thinking: Taubmans' new technology, Coloursmith, could create custom paint shades from any real-world colour. Incredible! So rather than just describe the technology, we demonstrated it, using deep media integration to match every one of our ads to the colour alongside it.
My Remit: Creative Leadership, Concept Development, Copywriting & Messaging, Art Direction & Design
An Ad That Was Also a Demonstration
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Dynamic Creative at Scale
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An Ad That Was Also a Demonstration — Dynamic Creative at Scale —
We launched Any Colour Ads with a suite of high-impact creative across the News Corp network — each one colour-matched to the content it accompanied. A blue-heavy Australian Open article? Blue ad. A yellow-heavy Wallabies article? Yellow ad. The result was a product demonstration that required no explanation: if you saw the ad, you understood exactly what Coloursmith can do.
Any Colour Ads began as a response to a digital brief, but the idea could extend much further, meeting audiences wherever they were without losing a lick of relevance.
Social executions extended our campaign’s logic, matching the brand colour of the social network they lived on.
As before, this was a quick, clear, and relevant demonstration of what Coloursmith can do.
Live environmental data sources could take the dynamism and relevance of our online placements offline. Unfortunately, technical limitations prevented this from leaving concept stage.
Finally, standard display units extended the campaign's reach without diluting its intelligence.
