Now with just the click of a button, any online image can turn into a palette of paint colors with CHIP IT!™, an interactive tool created by McKinney for Sherwin-Williams. The first-of-its-kind Web-based tool allows consumers to select any online picture and instantly identify the Sherwin-Williams paint colors that best correspond to the colors contained within the picture. Consumers can now use the colors that inspire them while surfing the Internet to help make paint color selection easier — in their bedroom, bathroom, kitchen or any room in between.nnCreated entirely in-house, CHIP IT! is a project of the McKinney Ten Percent, an initiative that encourages all of the agency’s employees to dedicate 10% of their time to innovation.n n”We’re always excited to present a big idea to a client, particularly when it’s inspired by the McKinney Ten Percent,” said McKinney Chief Creative Officer Jonathan Cude. “With CHIP IT!, we turned the entire Internet into a color library. It’s a powerful tool that reinvents the creative canvas and reinforces why Sherwin-Williams is best at helping consumers choose color with confidence.” nnThe idea for CHIP IT! came from McKinney‘s Stevie Archer, a copywriter not originally assigned to the Sherwin-Williams team. “I’m constantly working on do-it-yourself projects, and I love everything related to interior design. I pin all inspiration on Pinterest,” said Archer, who teamed with Art Director Rocky Reed, Creative Technologist Adam Carroll, Programmer Rafe Kemmis and Producer Jesse Wright. “I noticed how many Pinterest users, including myself, were pinning color palettes and inspiring images with no easy way of putting them to use in their homes. With CHIP IT! everyone can make their own palettes instantly and also get the paint colors they need to bring the palettes to life.” nnWithin days, the team had developed a working prototype. “CHIP IT! analyzes every single pixel in an image and compares each to one of more than 1,500 Sherwin-Williams paint colors,” explained Kemmis. “Then it uses an algorithm to find the most prominent colors and composites the top 10 into a ChipCard. All in seconds.” nnMcKinney presented the idea to Sherwin-Williams in September of last year and received approval in early November to begin the project for a first-quarter 2012 launch. “When we first saw CHIP IT! we believed it would be the perfect tool for consumers who want to take their inspiration and turn it into a reality,” said Jackie Jordan, director of color marketing for Sherwin- Williams.nnCHIP IT! rounds out Sherwin-Williams‘ suite of interactive tools to help consumers choose color with confidence. The mobile ColorSnap® app allows users to quickly and easily identify the Sherwin-Williams paint colors that most closely resemble colors found in their smartphone’s photo album. Online, the Sherwin-Williams Color Visualizer offers consumers the ability to upload their own photos or choose from a library of home interior or exterior images to experiment with thousands of color combinations. For more information about CHIP IT! or to create an account, visit letschipit.com.nnHere’s how to CHIP IT!:nn• Go to letschipit.com and add the CHIP IT! bookmarklet to your Web browser toolbar. This bookmarklet allows you to create palettes from pictures online using up to 10 Sherwin-Williams paint colors. All you have to do is click to activate the tool, and then click the picture.nn• After you’ve created a color ChipCard, log in with Facebook.to save it to your CHIP IT! account.nn• You can explore, share and print all your ChipCards from your CHIP IT! account whenever you want.nn• Repeat!nnnnAsk Sherwin-Williams™nAs the nation’s largest specialty retailer of paint and painting supplies, Sherwin-Williams is dedicated to supporting do-it-yourselfers with exceptional products, resources to make confident color selections and expert, personalized service that’s focused on unique project needs. Sherwin-Williams is committed to environmental responsibility in both manufacturing processes and finished products and, in 2011, earned the EPA Presidential Green Chemistry Challenge Award. Sherwin-Williams products can only be found at its more than 3,400 neighborhood stores across North America. For more information, visit sherwin-williams.com or join the color conversation at Facebook.nnAbout McKinneynMcKinney is an independent advertising agency leading the evolution of the advertising industry in a post-digital world. Founded in 1969, the Durham, NC-based agency is recognized for having built one of the most innovative business models in the industry, one that blurs the lines between traditional and digital media. As a result, McKinney has been recognized as one of the best agencies in the country by Advertising Age and one of a handful of agencies setting the standard for creativity by ONE Magazine. The agency’s clients include Sherwin-Williams, Mizuno USA, GNC, Gold’s Gym, Nationwide Insurance, Big Boss Brewing, Lenovo, Meijer, Ruby Tuesday, CenturyLink and Brown-Forman Corporation. www.mckinney.com
Janet Northen Partner/EVP Director Agency Communications 919.313.4062 Contact Janet via email Follow Janet on Twitter.
The Light and BIEN Form Creative & Strategic Alliance
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More