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Leo Burnett: #CHROMA

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Liberty, Equality, Prejudice?Today, the values of french society have been shaken. Racism persists and prejudice threatens our most basic principles. To create awareness around this issue and to help open people’s minds, the Musee de l'homie, an emblematic museum in Paris has created "NOUS ET LES AUTRES : Des prejuges au racism" (Us and Them: from prejudice to racism), the museum's first year-long exhibit, which sheds light on the scientific factors behind
racist behaviour. Agency:Leo Burnett, Paris

To promote this important exhibition, the museum has created an innovative campaign that allows everyone to become ambassadors of the exhibition by sharing one of the things that makes them so unique : THEIR SKIN COLOR.

Created by « Make me Pulse », one of France’s leading
digital studios, CHROMA is an innovative app that detects and
captures each person’s skin color. Using this application, the
museum will then ask all of France and the whole world to
become ‘the colors of the exhibition’. To come together with
a friend or stranger and create their very own posters of the
exhibition using their skin colors.
CHROMA allows everyone to create their own personalized
posters of the exhibition using the color of two people’s skin
(theirs and a friend’s). Users can take or upload a picture of
themselves and a friend. The CHROMA app then detects the
two colors and digitally applies them to the poster. Users can
then share their own personalized posters on social media to
promote the exhibition and take a stand against racism.

The museum created a series of posters for the exhibition in partnership with renowned designer, Noma Bar. A series of striking, positive iconic visuals about racism using only two colors : a pair of hands that rejoice, mouths in the shape of peace doves that kiss, and people of different origins that come together.

The museum also created a digital installation/photo booth at the end of the exhibition where people can participate in the CHROMA experience after being moved by the exhibition.

Some of the posters that people create will even be turned into into print & outdoor that will be placed in the subway, newspapers and billboards all around Paris throughout the year. An emotional TV spot, created by Noma Bar using two-color animation will
also be aired on TV and in cinemas across France. Through this symbolic gesture of coming together with someone of another race the museum has given France and the whole world an opportunity to make an important statement : that we are all the same and that there is no such thing as human races, ONLY

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