Pacific Paint Makes a Splash with ‘Creatures’ Ad Campaign

At this point you may have seen Sherwin-Williams’ brilliant Color Chip ad campaign either in print or on TV, and it’s worth noting they aren’t the only ones out there getting creative when it comes to selling paint. Boysen Paints recently released a series of ads where paint droplets, splashes and other forms captured on camera take on the appearance of various creatures. Aside from Pacific Paints (licensed by Boysen Paints) being the number one paint used in the Philippines, it’s also the only paint accredited with Responsible Care; a global initiative to improve the safety of products and their effects on the environment.

For several years, Pacific Paints has worked with the creative team at the Philippines-based agency TBWA\Santiago Mangada Puno. This year, they picked up where they left off with 2009’s award-winning Flower campaign (examples both here and here), this time exploring a variety of land and sea-dwelling creatures. The creative team and photographers used a variety of splashing and dripping techniques in conjunction with gallons of Boysen Paints to create bright, dynamic likenesses of a jellyfish, snail and a mantis.

In a sense, this campaign really takes it back to basics: no special post production effects were used. Utilizing high-speed photography, strobe lights and various splashing implements such as water pumps and mixing bowls, the team was able to create some beautiful images. Imposed on black backgrounds, the vibrancy and forms of each color come through in an arresting way while well-placed branding and minimal copy contribute to a clean overall design.

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Sagent Using Color to Prevent Medical Errors

Mhdezign, whose clients include the Bed Bath & Beyond, Qwest and KIA Automobiles, recently worked with Sagent Pharmaceuticals, a specialty injectables company to design a packaging and labeling system for the company’s line of products. Called PreventIV Measures™, Sagent’s color coded system not only stands out, but clarifies drug information and dosage for the nurses and doctors delivering injectables like the anticoagulant, Heparin.

Through using this unique system, Sagent is doing their part to lower the frequency of medical errors and confusion that can occur during a patient’s treatment. In fact, Sagent is the only pharmaceutical company today using this color-based system of identification. The PreventIV Measures™  packaging and labeling helps promote immediate drug and dose  recognition for every medical professional who handles a medication – from the pharmacy to the  patient’s bedside and at every point in between.  (Sagent Pharmaceuticals)

Chipping In

McKinney, a North Carolina-based agency specializing in branding whose clients include Audi, Golds Gym and Sony, recently worked with Sherwin-Williams to develop a multifaceted advertising campaign consisting of TV, print and online media. Four individual print ads feature original paper sculptures created by Matthew Sporzynski, who used multiple color chips/swatches to create each sculpture: flowers in a vase, a toy giraffe, a bird house and an ice cream cone. The campaign focuses on the process of selecting a color and how color can be used to tell a story while showcasing the immense selection of colors – 1,500 of them – available at Sherwin-Williams’ paint stores. The ads will appear in a number of publications, including Architectural Digest, Better Homes & Gardens and Good Housekeeping. Find more information and content on McKinney’s website.

Coloring 2010

Turquoise

Love it or hate it, 15-5519 is the color of the year.

Pantone, a professional color standards provider for the design industries, selects a color out of their widely used Pantone Matching System each year, which it then declares the color of the year ahead. In case you were wondering what the color of 2010 is, it’s turquoise. The blue-green hue we all either love – or hate with a passion, was chosen in part because of the sense of tropical escape and serenity the color evokes.

“[Turquoise] is believed to be a protective talisman, a color of deep compassion and healing… turquoise also represents an escape to many – taking them to a tropical paradise that is pleasant and inviting, even if only a fantasy.” (Leatrice Eiseman, executive director of the Pantone Color Institute).

What is Pantone trying to say about the year ahead of us by naming what it openly regards as an “escapist color” for this new year? Is it an appropriate choice considering everything that’s happened and is currently happening around the globe? If turquoise is the color of serenity, then what’s the real color people are feeling this year?

Considering the nature and symbolism of 2009’s color of the year, this new one seems even further off the mark. Last year, Pantone chose the color Mimosa. Why? because the hue “speaks of enlightenment… a hue that sparks imagination and innovation.”… Is it too late to go back and swap colors of the year? If you ask me, 2010 is the year of innovation; 2010 is the year of persistence; 2010 is not the year we all imagine ourselves floating on the back of a boat in the Caribbean: it’s a nice notion, but I think 2010 is the year we all hunker down and working together, start digging ourselves out of the mess we’re in.

Agree? Disagree? I’d love to hear your thoughts.

Pantone’s official press release here