Sid Lee Match Street Colour with Swatches for SICO

Canadian agency Sid Lee teamed with Réno-Dépôt and SICO paints to create a bus stop ad that would match colours that passed by it with paint swatches.

For the project, entitled Street Swatches, the Sid Lee team installed tech into the bus shelter window that featured sensors that could pick up a colour in front of them and associate it with its nearest shade in the SICO range in real time.

You can see it working in the case study video above, where you can also learn that schoolbus yellow is called Yellow Starfish in SICO names, which is a fun little fact.

This is the third year that the agency and homeware store have teamed up on similar technology projects like Street Swatches.  In the first, they used similar software on a billboard to tell passerby the current colour of the sky, and the following year they did the same thing on the internet, creating sidebar ads that would match the colour of whatever your cursor was pointing at on the website.