CHROMA

ClientMUSÉE DE L'HOMME
Category G01. Integrated Mobile Campaigns
TitleCHROMA
Product/ServiceNOUS ET LES AUTRES
Entrant MUSEE DE L'HOMME Paris, FRANCE
Idea Creation LEO BURNETT FRANCE Paris, FRANCE
Credits
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

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. 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 where people 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 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 to make a strong gesture against racism and to help open a national conversation on this theme just before the election. We wanted people to participate and co-create the various posters of the exhibition. They were therefore able to participate actively in the creation of content but especially in its diffusion by sharing it on their own social networks. We engaged them in an interactive experience and gave them a platform to stand against racism.