Title	CHROMA
Brand	MUSÉE DE L'HOMME
Product/Service	NOUS ET LES AUTRES
Category	A05. Travel, Transport & Leisure
Entrant	MUSEE DE L'HOMME Paris, FRANCE
Idea Creation	LEO BURNETT FRANCE Paris, FRANCE

Name	Company	Position
Kurt Novack	Leo Burnett France	Executive Creative Director
David Martin Angelus	Leo Burnett France	Creative Director
Laetitia Chretien	Leo Burnett France	Art Director
Jean-François Le-Marec	Leo Burnett France	Copywriter

The Campaign

The museum has created a wide campaign that allows everyone to become ambassadors of the exhibition by sharing one of the things that makes them so unique: THEIR SKIN COLOR.

Creative Execution

This campaign is extended to all media : from an application to billboards, including press ads, social media posts, TV and cinema commercials. Chroma is an innovative application that creates custom anti-racism posters based on a scan of your skin tone. It scans uploaded images to detect your skin tone, and then adds that color to a series of posters created by designer Noma Bar. TV and cinema commercials drove people on the app. Multiple posters were shared on social media and selected images were turned into billboards in the streets and press ads in several news and magazines. Numerous French celebrities posted their own poster on social media. The Chroma interface was also accessible at the exhibition through a digital installation that only works when two people of different color enter in. Visitors could participate in the experience and create in real time their very own posters.

Having generated thousands of posters for the exhibit, the project received an overwhelming amount media coverage, earning 128 million media impressions—or roughly €10M in earned media for an investment of slightly under €20K. Even celebrities like “Amelie” director Jean Pierre Jeunet and designer Phillippe Stark created posters, helping to push the project into the cultural mainstream. But most importantly, the campaign helped increase museum visits by an unprecedented 300%, educating the country about the dangers of racism and bringing people of all colors in France back together.  

The core idea of the campaign was to show how diverse and unique we all are. Our campaign allowed people to appropriate the media with their skin color. From billboards to magazine print to social media our ads have been adopted and personalized, putting people at the heart of the campaign and sparking conversation on-line.

Insights, Strategy and the Idea

The CHROMA campaign aimed to create awareness in France around the rise of racism. Our goal was not only to promote the exhibition but also to engage people on social media to make a strong gesture against racism and to help open a national conversation on this theme just before the election. Using our mobile app Nous et les autres/Chroma, we wanted people to participate and co-create the various posters of the exhibition. This allowed them to create personalized content with friends to support the discussion on racism in their own network. We engaged them in an interactive experience and gave them a platform to stand against racism.