The Luckiest Red

Branded/Sponsored Content - Single


Wunderman Thompson Canada, Toronto, ON
w: wundermanthompson.com

Chief Creative Officer: Ari Elkouby Associate Creative Director: Sucheta Shankar, Raj Gupta Art Director: Lily Coyle Typographer: Pan Jianfeng VP, Director of Planning: Matt Ball Planner: Arielle Peters, Barbara Jung Client Service Director: Scott Miskie Account Director: Chandler Powell Account Supervisor: Sarah Rosen Producer: Demi Veselinovic, Jennifer Cotton, Sarah Lasch, Christine Tsao, Eric Thompson Project Manager: Anaysha Jairam Editor: John Collucci, Justin Zhou Print Producer: Sherri O'Donnell, Patrick Conway, Kim Fijan Colourist: Smile and Wave Media Agency: PHD Canada Client: HSBC Bank Canada, Caroline Scurr, Kristen Calogero, Laura Rastogi Sound Designer: Stephen Stepanic

Winning Website: wundermanthompson.com/work/the-luckiest-red

We partnered with the Asian Art Museum of San Francisco to evaluate their 18,000-piece collection to determine the most prevalent shade of red across countless paintings, sculptures, tapestries, and artifacts dating back thousands of years. The Luckiest Red was determined by using artificial intelligence to synthesize each piece and extract the color values contained within. We then shared that red with Asian artists to create new works for Asian Heritage Month.