The young generation had not grown up with the Pantone heritage, their knowledge of the brand is very limited.

Using huge PANTONE color swatches with their own unique color numbers, we combined the uniqueness of the color with small sections of well-known cartoon characters. The intention being to intrigue the viewers into working out which character was depicted, and at the same time making people aware of the importance and subliminal power of color, and how getting it just right really does matter.

Therefore, there can only be one PANTONE 361C. Or 403C. Just as there can only be one Kermit, or Totoro. A mix of hints of internationally known, as well as Asian characters, were used.

These swatches were displayed in the famous M50 art district in Shanghai. The place where not just local artists, but creative companies, and design studios are housed. They appeared as posters in the streets as well as featuring in their own exhibition. Entrants to the exhibition were asked if they could name all of the characters depicted. The intention was simply to create a local buzz for the Pantone brand, which made it easier to get studios to use the Pantone swatch book.