WWF Magyarország

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WWF Hungary releases creative treatment to maintain the color of the year


The idea came from Pantone and color of the year, Living Coral, the campaign started by WWF Hungary, and White Rabbit is responsible for the communication.

For 20 years, Pantone Color Institute has been selecting the color of the year and drawing attention to our colorful world. Pantone's Color of the Year has influenced product development and purchasing decisions in different industries, including fashion, interior and industrial design, as well as product, packaging and graphic design. In 2014 they chose Radiant Orchid, two years later the color of the year was called Rose Quartz, and now here comes the Living Coral. It will be the color of 2019 according to Pantone.

This kind of nature inspired choice represents a lot more than a color according to WWF Hungary. A color like Living Coral reminds us that every flavor, color, scenery and impression, everything that matters for us, depends on our environment and the natural values.

"Our existence depends on nature. Clean water, the air we breathe, the soil that grows our crops or the sources of medicines are just a few of the services nature provides us. Yet it has a power to inspire us and this choice of the color highlights the importance of our diverse environment" - said Alexa Antal, Head of Communications, WWF Hungary.

As Leatrice Eiseman, the executive director of the Pantone Color Institute believes that color is an equalizing lens through, which we experience our natural realities. This is particularly true for Living Coral - especially, if corals will not go extinct in the near future. "The world has lost about 50% of coral reefs and they will be driven to near-extinction in a few decades if we do not act" - she said.

It is a serious, global problem, which is going to affect all of us. In fact, coral reefs support more than a quarter of ocean life. Coral reefs  help us to maintain healthy marine ecosystems; the oceans supply food and livelihoods for billons of people, half the oxygen we breathe and absorb about one quarter of our carbon dioxide emissions. WWF is supporting the establishment of marine protected areas, working to reduce the pressure that our marine life is facing from unsustainable fishing practices and development, and is fighting for protection of coral reefs from the Great Barrier Reef to the Belize Barrier Reef, the Coral Triangle and beyond. The survival of coral reefs is important for the sake of our own future" - says Alexa Antal.

The key visual of the campaign is based on Splash of pink from series plastic ocean by Thirza Schaap. The movement launched by WWF Hungary is spreading on social media with #keeplivingcoral hashtag.