Creative agency TBWA\SMP has created the “Boysen Color Stories” campaign in the Philippines, presenting a platform where the public can create and share stories based on paint colors.
The campaign, which highlights humor and creativity as “the ultimate social glue” in the Philippines, centers on Boysen’s range of colors, including shades named “Voldemort,” “Green Gone Wild,” “Wishful Thinking,” and “Dimple.” Instead of defining these names, the campaign presents them as prompts for public storytelling.
“In the Philippines, humor and creativity are the ultimate social glue. It is the shared language that turns simple everyday meals into vibrant family gatherings, serving as a lens that allows Filipinos to find levity in any situation,” said TBWA\SMP.
The campaign includes films titled Smokescreen, Walking on Sunshine, Crescent Moon, Baby Steps, My Place or Yours, Philosophically Speaking, and Notice Me. These films use paint swatches as the basis for short narratives, including scenarios such as romantic tension in My Place or Yours and situations depicted in Smokescreen.
A microsite supports the campaign, allowing users to select a color and create a story. The platform is open to both directors and members of the public, who can contribute their own interpretations. The campaign presents an approach where participation is centered on creating and sharing stories tied to color names.
According to TBWA\SMP, the strategic use of local storytelling comes to life in the campaign’s shortlisted films.
“The campaign’s architecture is elegantly simple: a dedicated microsite where anyone can claim a color and give it an imaginative, wonderful story,” said the agency.
“What makes this initiative truly remarkable is how the culture is responding to the prompt.”
You can experience the co-creation engine and see the early shortlisted entries directly on the microsite: boysencolorstories.com
