The museum has created a wide campaign that allows everyone to become ambassadors of the exhibition by sharing one of the things that makes them so unique: THEIR SKIN COLOR.

Chroma is an innovative application that creates custom anti-racism posters based on a scan of your skin tone. It scans uploaded images to detect your skin tone, and then adds that color to a series of posters created by designer Noma Bar.

Multiple posters were shared on social media and selected images were turned into billboards in the streets and press ads in newpapers and magazines.

Numerous French celebrities created their own poster and posted it on social media.

The Chroma interface was also accessible at the exhibition through a digital installation that only works when two people of different colors enter. Visitors could participate in the experience and create in real time their very own posters.

Having generated thousands of posters for the exhibit, the project received an overwhelming amount media coverage, earning 128 million media impressions—or roughly €10M in earned media for an investment of slightly under €20K. Even celebrities like “Amelie” director Jean Pierre Jeunet and designer Phillippe Stark created posters, helping to push the project into the cultural mainstream. But most importantly, the campaign helped increase museum visits by an unprecedented 300%, educating the country about the dangers of racism and bringing people of all colors in France back together.