Colormaps / J. Walter Thompson Mexico City
Mexico is a country full of colors. Even several streets across the country bear the name of a color. The creative idea consisted of picking some of those streets, then painting each one with the different tones of its original color name and wait for the “Google cars”; to come and scan the fresh-painted streets. This is how we created ColorMaps, the first real Living Paint Catalogue that can be seen through Google Street View. Now everyone can discover how the Comex Colors look painted in real facades before buying them, just navigating in Google Maps.
This project took 18 months to go live. We selected three iconic streets of Mexico with a color name (Violet, Orange, Red). We came to an agreement between Comex and the neighbors and spent weeks painting the facades of houses, buildings, schools and shops with the different tones and hues of each street original color. Then we waited for the typical Google cars to come and scan the fresh-painted streets, and upload the new photo spheres to Google Street View: by doing this we did not have to modify anything from Google's original platform to implement the idea, and most of all, we did not use any API. This way, ColorMaps is an idea accessible by anyone who wants to navigate through Comex colors in Google Street View, a non-monetizable platform used by more than a billion users around the world. Something like a hack that is not a hack.