Any Colour Ads
Proving Coloursmith’s 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 thought we should demonstrated it, using deep media integration to match every one of our ads to the colour alongside it.
My Core Remit: Creative Leadership, Concept Development, Art Direction & Design, Copywriting & Messaging
Any Ad, Any Colour
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Show, Don't Tell
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Any Ad, Any Colour — Show, Don't Tell —
The crowning glory of Any Colour Ads was its suite of beautifully simple, high-impact digital display creative that was colour-matched to the content it accompanied. A blue-heavy Australian Open article? Blue ad. A yellow-heavy Wallabies article? Yellow ad.
Although Any Colour Ads was a response to a digital brief, the idea could effortlessly extend into the real world without losing a lick of relevance.
How would Any Colour Ads work on social? With creative that matched the colour of the network they were placed on.
Finally, standard digital display units were on call to help extend the campaign's reach, without diluting its impact (or breaking its budget).
Any Colour Ads didn't just demonstrate what Coloursmith can do — it demonstrated what advertising can do when creative and media work as one.