Mercadier Film, DM Chromatic DNA by Glory Paris

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Chromatic DNA

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Industry Paints, Paint Brushes, Adhesives
Media Film, Direct marketing
Market France
Agency Glory Paris
Creative Director Arnaud Le Bacquer, Hugues Pinguet
Art Director Gabriel Bonnefond
Released June 2018

Credits & Description

AGENCY : Gloryparis
Creative directors : Hugues Pinguet, Arnaud Le Bacquer
Commercial director : Jean-Baptiste Herman
Account Managers : Meriem Bouthiba, Thomas Demard
Artistic Director : Gabriel Bonnefond
PRODUCER : Karim Zériahen
Original music composed by Thierry Caroubi
Published: June 2018
Mercadier signs a contract in partnership with the agency Gloryparis, for its unique concept of “CHROMATIC DNA”.
With its new signature “Everyone is colour”, Mercadier leads a psychological and human study on colours and develops a new method to define the unique colour matching each one of us, our personality, our emotions, our philosophy, our tastes, our desires, our fears and joys…
Designed by experts - a Human Sciences graduate, Mercadier’s colourist, and a mathematician, the device allows to translate human personality into colorimetric terms, and to develop an algorithm capable of determining, amongst an assortment of colours, everyone’s own CHROMATIC DNA. It translates an emotional expression into a rational revelation.