Wunderman Thompson: Sherwin-Williams Coil Coatings’ Speaking in Colour

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Wunderman Thompson: Sherwin-Williams Coil Coatings’ Speaking in Colour

Using AI to unlock a world of colour

The human eye can detect over one million colours, and yet colour is more than what we see. Colour is informed by our unique experiences and so colour means something different to each of us.

So how do you find that one colour that’s as unique as you are, the one that you and only you can see?

Speaking in Colour is the first-ever AI voice-controlled tool that produces colours based on human inspiration. It’s designed to help architects and building design-minded visionaries find colours based on their personal inspiration and memories. All they have to do is say the word or phrase.

Speaking in Colour instantly analyses millions of images through a search algorithm and optical recognition to create a personalised colour palette using conversation and the intuitive power of AI.

For example, they could describe "the French Riviera at sunset, with champagne", and fine-tune it to their custom colour palette by inputting "darker blue", "moodier", or "a sliver of sun" to find the hue that fits the user’s vision.

The campaign is providing insights into the cultural and geographical influences of individual hues to create the largest data set of colour attribution in the world. Inspired by human experience, Wunderman Thompson and Sherwin-Williams are redefining how people connect with colour.

Wunderman Thompson Minneapolis’ Speaking in Colour campaign for Sherwin-Williams Coil Coatings won the inaugural Creative B2B Grand Prix at Cannes Lions International Festival of Creativity 2022.