The Campaign

We based the concept on the seven contrasts of colour theory: hue, light-dark, cold-warm, complementary, simultaneous, saturation, and extension. Seven geometrical designs of the word “70th” are expressed in each of the seven contrasts.

Creative Execution

Turner’s Acryl Gouache was used to paint each sectioned plane. Embossed printing was applied to bring out the hand-painted texture.

Indication of how successful the outcome was in the market

The poster art work is also used in magazine ads and special packaging for Turner products. The 70th anniversary concept celebrates the essence of Turner as a company that creates colours. This idea is raising employee motivation and Acryl Gouache sales. It has become a great tool for educating art theory for all aspiring artsts, proving the power and possibility of chromatics.

The primary users of the Acryl Gouache and other Turner products are mostly aspiring and professional artists. To efficiently and effectively reach the target, rather than taking the traditional media method, the posters traveled through galleries throughout the country as Turner’s 70th anniversary exhibits.