1 PIXEL WORLD –A COLOR TELLS-

Title1 PIXEL WORLD –A COLOR TELLS-
BrandPANTONE
Product / ServiceCORPORATE BRAND
CategoryG06. Photography
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Contributing YUKAI ENGINEERING Tokyo, JAPAN
Contributing 2 LANDER Tokyo, JAPAN
Contributing 3 CLIVER Tokyo, JAPAN

Credits

Name Company Position
Yasuharu Sasaki DENTSU INC. Exective Creative Director
Makoto Teramoto DENTSU INC. Creative Director
Ryosuke Miyashita DENTSU INC. Art Director
Yumiko Ota DENTSU INC. Copy Writer
Shunsuke Aoki Yukai Engineering Inc. Engieneer
June Harada Yukai Engineering Inc. Engieneer
Kosuke Tatsumi Yukai Engineering Inc. Product Designer
Satoshi Kuno SparePocket Inc. Producer
Mitsumi Lee Lander Inc. Web Director
Shota Watanabe GroovyMedia Inc. Programmer
Takeshi Sasaki QLUTCH Web Designer
Shio Osaki DENTSU INC. Account Exective
Hiroyuki Tsukimura DENTSU INC. Account Exective

The Campaign

1 PIXEL WORLD is a project that aims to capture the world with 1 PIXEL. We developed the world’s lowest resolution camera that selects the most impressive color out of any image, and transforms the image into a 1 pixel (monocolor) photograph. An original algorithm based on cognitive psychology was uniquely developed for this camera. 1 PIXEL photographs shot by this camera were displayed at the online gallery on Instagram and campaign site, creating an intuitive experience of seeing the world through one color.

Creative Execution

Photographs shot by the camera were introduced in Instagram and the campaign site. This online gallery is a curation of photographed images transformed into a collection of beautiful PANTONE color-chips. To trigger users’ inspiration to the world of monocolor, each photographs were titled with #tags that express the original scene or the feeling which the photography was taken. Viewers across the world could feel the story that a color tells, and engage more deeply into what a single color can convey.

Indication of how successful the outcome was in the market

The 1 PIXEL photographs shot by this camera set the viewers free from the conventional “quality” of photography, such as meanings, distinctiveness, and mastery of skills. It inspired the viewers with imagination and creativity, and contributed to leverage the presence of PANTONE brand as the company that continuously enlarges the value and the possibility of colors.

Each of the photographs introduced in the online gallery was labeled with the corresponding PANTONE No. By doing this, our strategy to make PANTONE colors more relevant, not only for professional creators who handle colors at daily basis, but also for consumers in general.