Every year Pantone releases its Color of the Year, drawing attention to our colorful nature. Their new color drives the creative industries, such as design and fashion, all around the world. For 2019 Pantone picked Living Coral as the Color of the Year.

Corals are in real danger nowadays: the world has lost about 50% of coral reefs. However, 25% of sea fish species depend on coral reefs, that play crucial role in maintaining healthy marine ecosystems, supplying half the oxygen we breathe. Unfortunately, living corals are on the brink of extinction, and their future is in doubt.

Inspired by Pantone's colour choice we created a shocking, realistic poster campaign to raise awareness of endangered corals. We released #keeplivingcoral, a campaign that recreates Pantone’s Living Coral visual, using garbage taken directly from the oceans: a contradiction that exposes the ugly truth, bringing this serious global problem into focus.

Our original strategy based on "hacking" Pantone's original Living Coral idea. Creating our very own Keep Living Coral version, we managed to reach their target audience who are already open to environmental issues. Thus we addressed the open minded, eco-conscious generation of youngsters who are active participants of the design-, fashion- and creative industry.

Our Keep Living Coral campaign run from 14 December 2018 – 26 April 2019. Our posters were placed in contemporary design stores and fashion design stores all around Hungary. The campaign also appeared in WWF's Quarterly Sustainable Report and other nature-related magazines.

The campaign became an online phenomenon. People started creating posts about those visually stunning posters – and reacted to them by sharing with others. It was featured in the most important news portals and online magazines, with 12,8 M people reached, 760% increase in mentions and 137% increase in brand interaction.