World's first color palette for a country
Experience platforms, Creating phenomena, Digital concepts, Creative storytelling
Launching a phone in a sea of sameness is not an easy task. Phone hardware looks the same and is often shot in identical ways. The technical specs don’t really differentiate brands and rarely translate to the end consumer.
To launch the new OnePlus flagship phone, equipped with Hasseblad Technology, we wanted to change this. We wanted to bring people to the center of our marketing strategy and create something meaningful. This is also the heritage and essence/core of OnePlus. OnePlus is known for involving it’s community in the development processes of new products. However, this is not always an easy task. Especially in Finland, the challenge was to find a locally relevant way to communicate and build trust and awareness.
We challenged Finnish people to share unfiltered images that translated their perception of Finland by using the hashtag #truecolorsfinland on Instagram.
Using the same Hasselblad technology found in OnePlus’ new 9-series flagship phone, Google Cloud Vision displayed the more than 4,000 images collected in a website gallery for the world to view at https://www.truecolorsfinland.fi. This constantly changing website and the data-determined color palette reflected the current colours of Finland for several months. Every image added contributed to the overall result.
In the end, the data presented/determined 10 colors as the true colors of Finland. Our project partner Pantone, translated these colors into standardized shades using their Pantone Matching System. Together, the colors created a palette of soft harmonious pastels, warm and cool greys and peaceful blues – shades that capture what the Finnish people perceive as true reflections of Finland.
Together with OnePlus, we managed to create a campaign that translated OnePlus’ essence of collaboration and community into an engaging and creative campaign with a personalized feel.
As a result of over 4000 posts equipped with the #truecolorsfinland, a color palette that truly represents Finland was born, making Finland the first country to have its own color palette. The collaboration with Pantone ensured that these colors turned into standardized and usable colors. The Pantone Matching system translates these unique colors into usable colors for designers and artists.
Science & Technology
Type of Work
OnePlus is a global mobile technology company challenging conventional concepts of technology. Created around the “Never Settle” mantra, OnePlus creates exquisitely designed devices with premium build quality and high-performance hardware. OnePlus thrives on cultivating strong bonds and growing together with its community of users and fans.