Creative team from Melbourne, Australia
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Pantone Color of the Year 2020

When Pantone announced their 2019 Colour of the Year—lush, vibrant, Living Coral—we saw an opportunity to make a powerful observation on the state of the environment.

This wasn’t a traditional ad, just something we put out into the world. It was such a topical event that we couldn’t sit around and wait to pitch it to Pantone, we had to make it happen on our own.

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Our strategy wasn’t to contact Pantone directly, but to light a fire under them by contacting the people who they would listen to—creators, designers, and brands. Here’s what we sent to almost everyone on the internet.

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Our work received support from the International Coral Reef Initiative, as well as appearing in publications in the US, Spain, Italy, Korea, Japan, Vietnam, Australia, England and France.

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Kendrick Lamar’s creative director said the idea was “fire”, and someone in Italy made a fan video about Bleached Coral that has 11 thousand views at the time of writing.

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