When Pantone and Instagram teamed up to launch the 2016 Color of the Year (in fact, two colors called Rose Quartz and Serenity), they knew street art would be a culturally relevant way to promote the new colors across social media — especially among Millennials. With no experience producing a national street art mural campaign in which to promote their global launch, Pantone and Instagram retained Crewest Studio to consult them and produce the campaign.
To produce the national art mural campaign, we secured the rights to public walls in high traffic areas of Los Angeles, New York City and Miami and commissioned three renowned contemporary artists — Man One, Werc and Marka27 — to create original, beautifully compelling, art murals featuring Pantone’s 2016 Color of the Year. To add impact to the campaign, we recommended to Pantone the Miami mural be produced in the popular Wynwood Walls District during Art Basel, one of the art world’s most high-profile fairs and a perfect platform for launching the color of the year.
To help drive Pantone’s media campaign, we also produced exclusive video and photographic content of each artist and their murals. Our footage and images were used by Instagram (#coloroftheyear) as well as traditional and new media outlets CBS Television, Huffington Post, Mashable, WIRED, Quartz, Refinery29 and PSFK.