Why was this work relevant for Cannes' Outdoor category?

This work shows what Outdoor media can be. Instead of static messaging, we used real-time environmental data to create living billboards that evolved with the sky — minute by minute.

By installing custom cameras and translating sky colors into NCS codes live, we transformed traditional outdoor spaces into brand experiences.

Brand Context

Alcro is one of Sweden’s most trusted and well-known brands, with a long-standing reputation for high-quality paints. Historically, Alcro’s communication focused on the importance of choosing the right paint — emphasizing technical quality and durability — before considering color.

But the Swedish market had shifted. A new generation of consumers, influenced by design trends and social media, prioritized color first. New competitors entered, focusing heavily on lifestyle branding and color inspiration challenging Alcro’s leadership.

At this moment, it became essential for Alcro to reposition itself — not just as a leader in paint quality, but as an expert in color.

Summary of the Work

With limited budget, we needed an impactful way to position Alcro as experts and leaders in paint and colors.

The sky is the ultimate ever-expanding color palette. In Sweden, people share a deep connection to the sky due tothe country’s dramatic seasons and long, dark winters so we tapped into this insight to bring the sky outside, inside to their own homes.

Phone cameras can struggle to capture subtle shifts in light and tone so we transformed traditional billboards into dynamic, living color charts, by installing custom-built cameras that continually scanned the sky and accurately captured its exact color in real-time. The data was instantly translated by computer into NCS codes and displayed onthe billboards, creating a unique and expansive range of new paint hues. Overall, 12,000+ new hues in turn createdover 12,000+ new products & points of purchase, ready for customers to pick from and buy.

The Impact

Through breakthrough use of live environmental data, we created a seamless integration of technology and storytelling — turning the sky from simply being a visual experience, to a shoppable one.

During the campaign, we experienced a remarkable surge in traffic — increasing by more than 600%. At the same time, over 12,000 new hues were discovered, solidifying Alcro's position as the number one destination for exploring and finding new colors.

Social media engagement also skyrocketed, with an increase of over 700%, showcasing a vibrant and growing community around the brand.

Most importantly, with this innovative approach, we inspired brand love and established Alcro as true market leaders.

After all, if you can provide the exact color code of the sky — in real time — you probably know a thing or two about colors.

The Ambient Work

We reimagined the traditional billboard by transforming it into a real-time color experience.

Custom-built cameras were installed to continually scan the ever-changing skyscape and capture its exact color at every moment. This live data was instantly translated into precise NCS color codes and displayed directly on the billboards, turning the sky itself into a unique and dynamic, living color chart.