Wunderman Thompson Minneapolis’ ‘Speaking in Color’ campaign for Sherwin-Williams Coil Coatings has won the inaugural Creative B2B Grand Prix at Cannes Lions International Festival of Creativity 2022.
‘Speaking in Color’, is an AI, voice-controlled tool that produces colors based on human inspiration. Launched exclusively to architects and visionaries who create iconic skylines and landmarks buildings, Sherwin-Williams Coil Coatings and Wunderman Thompson have enabled architects to turn a memory or vision into their perfect color. For example, they could describe “the French Riviera at sunset, with champagne”, and fine-tune it to their custom color palate (“darker blue”, “moodier”, or “a sliver of sun”) to find the hue that fits their vision.
Daniel Bonner and Bas Korsten, global chief creative officers at Wunderman Thompson said: “Through ‘Speaking in Color’, color can be spoken into existence for the first time ever. And now, in another first, we’ve received the inaugural Creative B2B Grand Prix. Suffice to say, work like this doesn’t get made without ambitious brands backing it every step of the way, so we’re grateful to Sherwin-Williams Coil Coatings for their courage and collaboration on this project and are enormously proud to see it recognised on the global creative stage at Cannes Lions.”
Jason Carmel, global lead, creative data at Wunderman Thompson added: “Sherwin-Williams Coil Coatings is redefining the color experience, making it possible for architects and like-minded innovators to find the perfect color to match their vision. This is just the beginning of their quest to create one of the largest data sets of color attribution in the world, so we’re delighted to receive such a high accolade at such an important stage of our journey with them.”
Creative B2B is a new category for Cannes Lions 2022, celebrating the game-changing creativity for products and services that are purchased by professionals on behalf of businesses. In addition to the Grand Prix, Sherwin-Williams Coil Coatings and Wunderman Thompson were awarded Silver in the Creative B2B category, a Bronze Lion in the Digital Craft category, and were named to the coveted Innovation Lions shortlist along with only 14 other pieces of work.