G. F. SMITH
In search of the World’s Favourite Colour.
What’s your favourite colour? It’s one of the commonest questions you’re asked as a child, even as an adult. And we might know our own answer — but if we think bigger, what single colour does the world love most?
We set out on an ambitious search (in fact it was the largest colour study every conducted) to find the world’s favourite colour starting with the involvement of G. F. Smith’s creative community. Through social activation, PR and editorial (articles based on the opinions of eight specially chosen creative ‘ambassadors’), we directed people to worldsfavouritecolour.com. The project was inclusive and personal, and the outcome was to that the chosen colour would become part of the iconic Colorplan paper range – and – G. F. Smith would partner with manufacturers in the development of products designed in the world’s favourite colour.
The result? Announced at G. F. Smith’s “Paper City” exhibition at Hull, UK City of Culture 2017, the winner was Marrs Green, a shade of teal reminiscent of parts of the Scottish landscape.
NOMINATED FOR WALPOLE BRITISH LUXURY DIGITAL AWARDS 2017