As Pantone’s Global Communications agency of record, Huge partnered with the brand to bring to life 'Classic Blue', Pantone’s 2020 Colour of the Year, through multi-sensory experiences. To translate Classic Blue into these immersive, multi-sensory experiences - including touch, smell, taste and sound - Huge forged strategic partnerships between Pantone and some of the world’s most well-known brands.
- Sound: The sound builds on the timelessness and enduring nature of Classic Blue, as our hearts call for a nostalgic song that takes us to a place of comfort and familiarity. The sound, created by Audio UX and named ‘Vivid Nostalgia’ utilises traditional instruments treated in innovative ways, bridging the gap between past and present.
- Taste & Smell: Together with Firmenich, Pantone created the essence of ‘taste’ and ‘smell’ of Classic Blue. The taste of Classic Blue holds the experiential smell of fresh green, the initial taste of fruity sweet berry, and the final finish of floral and Classic Blue notes. The smell of Classic Blue is a fragrant contemplation of where sky and sea meet – a boundless blue where there is no end.
- Touch: The touch of Classic Blue was inspired by its transitional quality, and how that manifests in the sky at dusk. Classic blue translates into a soft, velvety texture to print on, further emphasising the comforting quality of this year’s Colour of the Year. The custom fabric will be available for a limited time to purchase on a select number of The Inside’s furnishings and decor.
Taken together, all of these sensory inputs have been designed to inspire creatives and consumers to think about colour differently, to uncover new patterns and associations, and to encourage them to create new experiences that speak to people’s hearts as well as their minds.