Wunderman Thompson Canada, Toronto, ON
Chief Creative Officer: Ari Elkouby Associate Creative Director: Sucheta Shankar, Raj Gupta Art Director: Lily Coyle Typographer: Pan Jianfeng VP, Director of Planning: Matt Ball Planner: Arielle Peters, Barbara Jung Client Service Director: Scott Miskie Account Director: Chandler Powell Account Supervisor: Sarah Rosen Producer: Demi Veselinovic, Jennifer Cotton, Sarah Lasch, Christine Tsao, Eric Thompson Project Manager: Anaysha Jairam Editor: John Collucci, Justin Zhou Print Producer: Sherri O'Donnell, Patrick Conway, Kim Fijan Colourist: Smile and Wave Media Agency: PHD Canada Client: HSBC Bank Canada, Caroline Scurr, Kristen Calogero, Laura Rastogi Sound Designer: Stephen Stepanic
Winning Website: wundermanthompson.com/work/the-luckiest-red
We partnered with the Asian Art Museum of San Francisco to evaluate their 18,000-piece collection to determine the most prevalent shade of red across countless paintings, sculptures, tapestries, and artifacts dating back thousands of years. The Luckiest Red was determined by using artificial intelligence to synthesize each piece and extract the color values contained within. We then shared that red with Asian artists to create new works for Asian Heritage Month.
To help HSBC Bank USA connect with overseas Chinese during Lunar New Year, Wunderman Thompson partnered with the Asian Art Museum of San Francisco. “The Luckiest Red” campaign focused on the colour red, which symbolizes luck and fortune, as the starting point. With thousands of shades of red, the goal was to determine which one was more prevalent (or luckier) than the others. Artificial intelligence was used to scour and synthesize the museum’s 18,000 paintings, sculptures, tapestries and artifacts, and then extract the colour values to ascertain “The Luckiest Red.”
The work was a celebration of Chinese culture, highlighting a wide range of art created by and for the Asian community, with positive press and feedback from the target audience. The campaign also included plans to bottle the colour for use in original works of art for Asian Heritage Month in May. Feedback from the Chinese community was positive and the campaign was featured across various industry publications.