D&AD Pantone: Rekindle Hope

  • Insight
    In 1953, an armistice brought the Korean War to an uneasy truce, resulting in sixty-nine thousand separated families, and a Military Demarcation Line (MDL) that divides the country in half.
    The MDL is the closest place we can be to the North side and watching the fences, people used to believe and hope that one day families will be reunited and Korea will be one nation again. But 62 years of state of war have changed the hearts of many to the point where it is almost impossible to even conceive the idea of a united Korea. With Pantone’s vast library of colors, we saw an opportunity to turn back people’s hearts and rekindle hope by reimagining the MDL.
  • Idea
    We connect the two nations by making a section of the MDL “disappear.”
    How? We take the iconic Pantone swatches and scale up the size to fit and cover the fence wire mesh. Color of the swatches are determined by the color of the scenery behind the fences - ultimately to give an illusion of disappeared fence.
  • Digital
    We bring the section of the MDL that Pantone disappeared to RekindleHope.com, and invite people to virtually participate to make the entire MDL disappear. The visual impact of the physical disappeared fence is amplified in this virtual space through the action of real people.
  • The visual impact of the physical disappeared fence is amplified in this virtual space through the action of real people.