Winsor & Newton Technology Campaign

Winsor & Newton Technology Campaign

Winsor & Newton has always been at the core of the world of art materials. They maintain their pledge of manufacturing “The World’s Finest Artist’ Materials”. This assignment was a group project with Emma Bailey.

Campaign Insight: Artists find it hard to accurately mix colours they have been inspired by in real life. It can also be a struggle to re-create a colour they have previously mixed a second time round.

Campaign Idea: What if there was an app that could give exact ratios for paint to re-create colours as accurate as possible?

Technology Media:

Winsor & Newton App

How it works

With the Winsor & Newton colour app called

‘Colour your world’, creatives can take photos to receive the correct paint ratios for the desired colour. The colour recognition technology inspects the photos and calculates which colours from the range of media to assign, as well as the ratios when the volume is specified. The app will have a call to action linking them to Winsor & Newton website to buy their products.

Digital Billboard Media:

Updating digital billboard.

Target Market

Females and males 30-60 year olds. Artists who find it hard to mix up the correct paint colour ratio.

How it works:

The digital billboard will be placed in Auckland facing Rangitoto Island. Auckland weather is very unpredictable. Therefore, the digital swatch colours will change; as does the weather/daylight. Demonstrating the application technology of colour recognising.

Ambient Media:

Ambient print signs.

Target Market

Females and males 30-60 year old creatives.

How it works

Ambient print signs will be placed at Art Museums, Te Papa and Museums. The clear/see through screens on ambient signs will be beside art-work such as Pablo Picasso and Shane Cotton - showing the colour ratios of the paintings. The ambient signs will have a call to action to download the app ‘Colour your world’.

Digital Marketing Media:

Winsor & Newton Instagram page and sponsored ads.

Target Market

Female and male 20-30 aspiring creatives.

How it works

Instagram users upload images using the geotag location feature and/or use the hashtag #colouryourworld. Winsor & Newton targets these specific users who have an interest in creative arts with sponsored ads. This will also demonstrate the application by re-posting users photos with the colour swatches from the image, using the colour recognition technology that the app implements.