Samen Onderwijs Maken

The Skin Color Experiment

Agency: TBWA


Kids learn things even when they’re not taught them. Television and the expectations of the adults around them shape their outlooks, often with unintended consequences. In Belgium, school network Samen Onderwijs Maken asked kids to take part in an experiment with unsettling results. Directed to pick a colored pencil to use to fill in “skin color” on a drawing of a person, every child picked the light pink shade. Even kids with skin tones much better matched by other pencils in the box picked pink. So SOM and TBWA Belgium created a box of pencils with seven different shades—The Skin Color Collection—to redefine what kids think of as the right color for skin.

This professional campaign titled 'The Skin Color Experiment' was published in Belgium in March, 2019. It was created for the brand: Samen Onderwijs Maken, by ad agency: TBWA. This Direct medium campaign is related to the Education industry and contains 1 media asset. It was submitted about 5 years ago by Account: Allen Marchant of Duval Guillaume.


Advertising Agency: TBWA\Belgium, Brussels, Belgium
Creative Director: Jeroen Bostoen
Creation: Louise Windels
Creation: Sven Pede
Strategic Director: Kristof Janssens
Account: Allen Marchant
PR: Mieke Vandevyvere
Producer: Lieselot Ral
Design: Jana Keppens
Music: Jan Pollet


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.