THE WORLD’S GREENEST GREEN (Dead Idea)
Client: Sherwin-Williams
Role: Art Director
Collaborators: João Braga, CCO
Team: Wunderman Thompson
Client, Graveyard, NPD
2022
Client: Sherwin-Williams
Role: Art Director
Collaborators: João Braga, CCO
Team: Wunderman Thompson
Client, Graveyard, NPD
2022
OVERVIEW
Sherwin-Williams is a paint company based in the USA.
Challenge: How can we harness the unexpected power of colour to solve real, human problems?
Insight: Air pollution is at alarming levels around the world. In 2016, it was estimated to cause 4.2 million premature deaths worldwide. And rising Co2 levels continue to make climate change more severe.
Sherwin-Williams is a paint company based in the USA.
Challenge: How can we harness the unexpected power of colour to solve real, human problems?
Insight: Air pollution is at alarming levels around the world. In 2016, it was estimated to cause 4.2 million premature deaths worldwide. And rising Co2 levels continue to make climate change more severe.
Idea: The World’s Greenest Green Paint
Sherwin-Williams will combine existing technologies to create a paint that’s not only eco-friendly in its production (including the utilisation of waste), but also actively removes carbon from the air.
Sherwin-Williams will combine existing technologies to create a paint that’s not only eco-friendly in its production (including the utilisation of waste), but also actively removes carbon from the air.
To create awareness of this innovative paint, one that is perfect for exterior surfaces, we partner with cities to paint their bike lanes green. Turning an already eco-friendly mode of urban transportation into spaces that actively absorb pollution from road traffic. We could also work with cities that do not have existing bike lanes, to create new lanes that encourage their population to cycle instead of drive.
BUT WHY STOP AT GREEN?
Sherwin-Williams can bring this paint technology to the top 10 shades in their portfolio so that architects can design structures with purpose, by turning the most commonly-used colours into opportunities for earth protection. Because "Light French Gray is the new Green".
Sherwin-Williams can bring this paint technology to the top 10 shades in their portfolio so that architects can design structures with purpose, by turning the most commonly-used colours into opportunities for earth protection. Because "Light French Gray is the new Green".
