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PainTones-color of the year

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Pantone - the world’s authority on color in all shades and tones - is a brand uniquely equipped to act in support of people of color. Tapping into their color knowledge, we saw an opportunity for Pantone to take a stand with a bold act of branding.

We created PAIN TONES: a first of its kind Pantone color book. We picked colors from the last moments of some black lives taken by racial police brutality. After matching each PAIN TONE color to the Pantone Matching System, we renamed them.

Each new name is an immortal reminder of the innocent black men, women and children whose last living moments were colored by hate. Plane tracking AR technology shows the brutal videos that bring each PAIN TONE to life, and the entire color palette was made available to creatives for purchase and use on Adobe software.

But we didn’t stop there.

We changed the Pantone Color of the Year to Transparent, and showed it boldly in outdoor and digital media, as a call to action for the world to choose to see through a person’s skin color, than to see more PAIN TONES.

We followed this up with a pledge that puts the weight of responsibility in the hands of anyone with a voice and a choice.

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