Sherwin-Williams from Wunderman Minneapolis



Sherwin-Williams wanted to host a party during AIA, the largest architectural conference of the year. How do you get architects excited about coming to yet another industry event? You approach it as they would, creating something unexpected and never before seen.

If there’s one thing that Sherwin-Williams and architects have in common, it’s that both obsess about color. This got us wondering, what if you could create color with your mind? And now you can. We developed an immersive experience that displays a color palette based on your thoughts. Feeling relaxed, a little anxious or just thinking about that hot dog you ate earlier? We have a color palette for that. We debuted this first-of-its-kind immersive color experience at a private event during the AIA conference in New York City. By focusing on an experience instead of just a party, we turned the event into an opportunity to connect with architects, build brand affinity and elevate Sherwin-Williams from a coatings supplier to an innovative partner.

The results speak for themselves: It attracted the largest number of attendees for a single Sherwin-Williams Coil Coatings event. Nearly all the people at the event (92%) participated in the experience. And we changed customers’ perceptions of Sherwin-Williams Coil Coatings.