SIX THOUSAND COLORS (SEIS MIL COLORES). by Tribu DDB San Jose for KATIVO

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SIX THOUSAND COLORS (SEIS MIL COLORES).

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Industry Paints, Paint Brushes, Adhesives, Business equipment & services, Corporate Image
Media Design & Branding
Market Costa Rica
Agency Tribu DDB San Jose
Executive Creative Director Javier Mora, Jorge Oller, Juan Pablo Chaves
Creative Director Rogelio Umaña., Paula Guevara
Art Director Frank Fernandez, Joaquín Brenes
Copywriter Mauricio Arroyo
Producer Roxana Víquez, Marcela Artavia, Esteban Miranda
Editor Yamileth Oviedo
Released November 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: KATIVO GROUP
Product/Service: PROTECTO PAINTS
Agency: TRIBU DDB
Date of First Appearance: Nov 26 2009 12:00AM
Entrant Company: TRIBU DDB, Heredia, COSTA RICA
Entry URL: http://www.seismilcolores.com/cannes2010
Executive Creative Director: Pablo Chaves (Tribu DDB)
Executive Creative Director: Javier Mora (Tribu DDB)
Creative Director: Paula Guevara (Tribu DDB)
Creative Director: Rogelio Umaña (Tribu DDB)
Art Director: Joaquín Brenes (Tribu DDB)
Art Director: Frank Fernandez (Tribu DDB)
Digital Animator: Juan Pablo Ferreyra (Fusion Digital)
Editor: Yamileth Oviedo (Fusion Digital)
Music: Carlos Loría (Fusion Digital)
Producer: Esteban Miranda (Tribu DDB)
Producer: Roxana Víquez (Tribu DDB)
Producer: Marcela Artavia (Tribu DDB)
Copywriter: Mauricio Arroyo (Tribu DDB)
Design: Brayner Obando (Tribu DDB)
Web Production and design: The Electric Factory (The Electric Factory)
Interactive Experience Design: Pulse Live Media (Pulse Live Media)
Executive Creative Director: Jorge Oller (Tribu DDB)
Account Director: Leana Alvarez (Tribu DDB)
Media placement: Website - www.seismilcolores.com - Nov 26 Th, 2009

Describe the challenges and key objectives
The challenge we had was to convey this simple yet very powerful message in a graphically captivating way: If you have a colour in mind, Protecto has it. Our objective was to take the client's brief and apply it in a way that the target would engage, play and feel part of the process. Being that colour is a pivotal part of graphic design and also our main benefit we thought: 'Why don't make them part of the message?'

Describe the brief from the client
Protecto Paints has a 6000 color palette, twice as many colours as the next competitor. The client wanted to get that message across in such a memorable way that people would have no doubt about it. Our main target are homeowners that think about paint not always in terms of brand but in terms of available options, being that the final decision is most of the time made on-store and based on colour preference.

Describe how you arrived at the final design
We decided to capture the ever changing colours generated by real time tweets with simple yet visually playful coloured squares and soft transitioning elements. We also used familiar paint iconography in subtle ways to combine this spontaneous color expression with the most familiar image of the colour shade palette icon. We wanted a site that was recreating itself constantly. One that we could literally design along with the help of people all around the world.

Give some indication of how successful the outcome was in the market
The most influential Tweeters and Bloggers of the country praised the site's simple and beautiful collective aesthetic. People felt compelled to play with it and we received more than 100,000 visits from 35 countries around the world. Through this elegant and sober colour approach, the brand also projected itself as a color leader for the trendsetter target.