Thinking in Color

Agency Network: 
April 2019


Thinking in Color is the first user generated content color spectrum ever created as an immersive experience to inspire creativity by actually visualizing the colors your mind creates.

Sherwin-Williams is obsessed with color and innovation. They don’t just see color, they see color as an immersive experience. Thinking in Color is the first ever opportunity to actually experience colors created by the mind. Collaborating with Wunderman Minneapolis, the team created from scratch brain-wave monitoring technology to generate hues based on brain activity. In real-time, the brain-wave monitoring headset translates brainwave activity and then visualizes the data into unique colors experiences.

Since its debut, Thinking in Color has been creating unique colors from 16 million possibilities, for over 2,000 participants. These unique experiences helped create the first ever Architect Series from Sherwin-Williams, a twelve-color chip set inspired by the minds of architects.

Experiential advertisement created by Wunderman, United States for Sherwin-Williams, within the category: House, Garden.

Advertising Agency: Wunderman, Minneapolis, USA
Managing Director: Patrick Petschel
Executive Creative Director: EJ McNulty
Creative Director: Kristine Baumgardner
Associate Creative Director: Chad Nauta
Sr. Art Director: Chris Kurtz
Sr Copywriter: Darren TIbbits
Production Designer: Ann Losinski
Account Director: Lauren Reinhardt
Project Manager: Erin Hoople
Project Manager: Simon Goettl
Sr Producer: Kel Nelson
Producer: Danielle Mallaro
Design and Technology Studio: Incite
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kleenex's picture

interesting use of technology.

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