The Let’s Colour Project is a global integrated campaign that started in a simple way: with a blog. We travelled to four countries recruiting people to paint their environments. Content was uploaded in real time to the blog, YouTube, Twitter and Facebook. 4 documentaries about colour were produced specifically for online view. A film with the events premiered on the blog, driving people to our content across digital media channels. We had thousands of spontaneous requests through social media from all over the world wanting to participate. As a result, 14 more markets asked to host their own events.