Pantone not only has masked their colors of the year campaign avoiding COVID-related downturns, but also made of their classic blue election 2020 more than a profitable “pandemic” in more than one way.
The company has supported the classic blue madness though social networks with a true COVID-19 social conscious turn, hand in hand with Jonathan Tan (Senior Brand Manager) at 72andSunny Singapore.
The campaign matches the trendy color with the trendiest must when living under the life risk of COVID 19 contagion. And which is this must?, not the haute couture most expensive mask but a plain the blue clinical mask, the cheapest among the cheapest. Anthe agency does through a viral video to share in social networks.
From the Pantone election to the blue fashion “locomotion”
Just few days after pantone announced their classic blue election, lots of artists and trend setting magazines, such as Vogue adopted this color as the fashion must for 2020 and beyond.
There have surged soon after pantone’s announcement a whole range of merchandising products (anti COVID-19 masks, Tshirts, puzzles, billboards, etc ) all designed in classic blue pantone and available for purchase. All of them trying to profit from the Pantone classic blue “pandemic” spread.
A color in some way linked on one hand with peace and heaven, with soul and mind balance, but on the other hand with sadness. After Pantone’s election, the classic blue promisses not to be sad at all but healing. And specially healing in the commercial and reputational field, during both 2020 and 2021.
Catwalks “dressed” in blue
Since “La femme touareg” collection by Giorgio Armani in 2010never has experiennced the cold classic blue such a protagonist spot in the palette of fashion designers.
Panotne’s election seems to have driven wild a good part of the head creatives at the best haute couture maisons in the world, such as Balenciaga, Marni, Eckhaus, Haider Ackerman, Richard Quinn, Marc Jacobs, Gucci, Comme des Garçons, Nina Ricci, Moschino, Carolina Herrera, Louis Vuitton, even Dior and Channel. All of them have adopted the classic blue as a starring color in their Spring 2020-2021 collections.
Media and business sales changing red into blue
A great bunch of trend setting magazines in the style, apparel or decor fields have helped, while profitting from the Pantone blue worldwide madness. Npo matter if you gaze to the North, the South, the East or the West, even to the sky or the seven seas, you will find classic blue in your soup.
No doubt, Pantone has not only managed to become top of mind for all masked trend setters and consumers probably for more than a year. But the classic blue “pandemic” surely will help more than a business not specially linked to Pantone fighting against the COVID-19 downturn scenario. This is the strenth of outsttanding creativity, design and communications.
Image over the headline.- Caption of the Pantone Color of the Year 2020 viral by 72andSunny Singapore. To watch it click on th link provided below.
Related external links:
Pantone color of the year viral by 72andSunny Singapore (via Adforum)
Balenciaga Summer 2020 collection Show
The Spring-Summer 2021 Ready-to-Wear Show — CHANEL
Dior Spring-Summer 2021 collection
Balenciaga lookbook Spring 2020 collection
Trends TV You Tube report on Pantone classic blue trend