Cannes Lions

Creating Color Emotions

LANDOR, Paris / WELLA / 2018

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Overview

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Credits

Overview

Description

Color lies in the eye of the beholder.

Perception of color is abstract and emotional, it is built on ideas, feeling and sensations. Few people know this better than professional hairstylists, so we asked the masters themselves how they feel about their favorite shades, using an algorithm to create a visual, and shareable translation of the Emotions of Colors.

Creating a new language, a new way to design packaging, a new perception of Color and a radical departure from the sea of sameness in the category.

This digital and co-creative approach connects our brand to our targets, the creative Millennials and edgy Hairdressers, through a new creative language that enables them to do what they love most, to share.

Execution

Who better to talk about color than the masters themselves? We asked the brand’s masters of color—the hairstylists—to share their perception on their favorite shade with us.

What would its rhythm be if it was a song?

What would it feel like if you could touch it?

What personality would it have?

We transformed their answers into data and developed an algorithm that translates their stories and feelings into digital expressions. We applied each unique generated image of their Color Emotion to the packaging. Our Logo is also a unique code, making each packaging a portal into the stories and emotions behind each shade.

Outcome

WELLA Color Fresh CREATE surpassed all expectations: it reached 90% of its first-year sales target in just 3 months and grew the Color Fresh business 2.5 times.

Beyond sales results, we invented a new creative language that enables hairstylists and their customers to share visual translations of the Emotions of Colors: reaching more than 9 million people with 200 million impressions on Instagram, and raising raising 10,731 posts on social media with #COLORCREATORS.

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