Posted on 10 January 2020
Classic Blue, Pantone's new colour choice for the year 2020 has inspired the campaign to address the problem of global air pollution.
In 2019, Pantone's Colour of the Year Living Coral
inspired WWF and the White Rabbit
creative agency to come up with a campaign to raise awareness about endangered corals and the endless threats to these ecosystems.
Last week, Pantone introduced the Classic Blue
as their colour for 2020. According to Leatrice Eiseman, Executive Director of the Pantone Colour Institute
, Classic Blue
is "a boundless blue, evocative of the vast and infinite evening sky,
" while also being a colour that challenges us to "think more deeply, increase our perspective and open the flow of communication
." Pantone’s colour choice has also provided a new chance for WWF-Hungary
to bring another acute environmental issue into the limelight: the global problem of air pollution.
"Unfortunately, our world is in the grip of an air pollution crisis that pervades our lives, making our environment dangerously toxic. So I think Pantone's Classic Blue colour highlights how fragile our ecosystems are; that behind every colour there's an alive, breathing nature – and it's our obligation to protect it as much as possible
,” explained Csaba Klacsán, Head of Communications, WWF-Hungary.
WWF-Hungary’s #SaveClassicBlue Campaign is not only about hijacking Pantone's Classic Blue
colour announcement; and it is definitely more than a simple continuation of its #KeepLivingCoral Campaign. #SaveClassicBlue will start a movement, inspiring people to act against air pollution by getting involved in their very own creative ways. In essence, the campaign uses “story sharing," instead of a simple "story telling."
The campaign posters have the ability to actually air pollution. Thus, the media becomes more than just a channel to convey the message; it is also a technology that helps changing the grey back to blue again.
For 20 years, the Pantone Color Institute
has been drawing attention to our colourful world by selecting the Colour of the Year. Pantone’s Colour of the Year has influenced product development and purchasing decisions in different industries, including fashion; interior design and industrial design; as well as product design; packaging design and graphic design.
The key visual of the campaign is based on a photo by Wade Tregaskis. The creative idea and the campaign were created by White Rabbit.
For more information:
PR Communications Officer,