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  • HonorSilver
  • Advertising
  • SectionPoster / Billboard for Advertising
  • CategoryOutdoor
  • TitleSky Swatches
  • ClientReno-Depot
  • AgencySid Lee
  • CountryCanada
  • Art DirectorAlex Bernier, Marc Guilbault, Chris Jones at Sid Lee
  • CopywriterGuillaume Bergeron, Alexandre Pellerin at Sid Lee
  • TechnologyKevin Sutherland, Michael Turri, Julien Roub-Charland, Zachary Labrosse-Rémillard
  • Project ManagerMaude Barrette, Béatrice Côté at Sid Lee
  • Account DirectorJoumana Oweida at Sid Lee
  • MediaAstral
  • Media AgencyCarat

Sky Swatches

Reno-Depot is one of Quebec’s largest homegrown hardware stores, proudly serving homeowners and contractors since 1993. We developed Sky Swatch, an innovative digital billboard that we hacked with a new technology, capable of matching the colour of the sky to a real SICO paint colour in real time. As the sky changed colour throughout the course of the day, so did our billboard, displaying a whole world of SICO Paint colours. It was all made possible with an application that we developed specifically for this piece. Using a camera, the app could detect and capture the colour of the sky. This sky capture was then processed through a database of SICO Paint colours in order to find a match. Finally, the SICO Paint swatch and colour name were then transmitted back to the billboard and displayed high in the sky. This process was repeated every minute, in order to keep up with the changing colours over the course of the day.