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Creative

Google Vision AI Powers OnePlus' Innovative 'True Colors' Instagram Scanner

FCB Inferno launched the scanner as part of the global campaign showcases the smartphones colour performance

Google Vision AI Powers OnePlus' Innovative 'True Colors' Instagram Scanner

Global premium smartphone brand OnePlus today launches the ‘True Colors’ Scanner, an innovative online platform powered by Google Vision AI. 

Users simply need to open the scanner via Instagram, and it will scan their profile to reveal the most used colors in their pics. Whether it’s Mystical Crimson, Hazy Azure or Electric Amber, the ‘True Colors’ Scanner generates a shareable image showing their personalised palette. 
 
OnePlus is a global mobile technology company challenging conventional concepts of technology. Created around the “Never Settle” mantra, OnePlus creates exquisitely designed devices with premium build quality and fast and smooth user experience.  

The ‘True Colors’ Scanner is part of FCB Inferno’s global #TrueColors campaign, which showcases the unparalleled smartphone color performance of the new OnePlus 9 Series, co-developed with Hasselblad.  

The socially driven campaign launched in March, and includes an Instagram competition, whereby users submit photos to a global competition for a chance to win a trip to one of six locations around the world. At the end of the campaign, the data will be collated and the true colours of each country will be revealed using the data from the submissions. 

FCB Inferno, who were appointed to drive the ambitious brand’s European marketing and advertising, handled the overall strategic and creative development of the #TrueColors campaign, as well as the Global social media campaign film which was released for launch.  Digital Experience Studio Superhero Cheesecake were responsible for the design and development of the scanner. 

Both the scanner and the competition can be found via the OnePlus Instagram Page.   

Kate Parkyn, associate marketing director of OnePlus, said: “By partnering with world famous camera manufacturer Hasselblad to develop the OnePlus 9 series we’ve given people the opportunity to capture their world in beautiful and natural colours, allowing them to express their true selves. With the #TrueColors campaign we wanted to take this further and hear back from our community, and through the Instagram scanner everyone can discover and share their own colour palette, showing their True Colors.” 

Ben Usher, creative director at FCB Inferno, said: “Colour is far more important to smartphone photography than many of us realise. The #TrueColors global Instagram scanner lets you find out which colours appear most in your pics. It’s a fun tool, and a great way of showcasing the colour performance of the new OnePlus 9 Series, co-developed with iconic camera brand Hasselblad. And if you were wondering, my True Colours are ‘Foggy Azure’ and ‘Icy Sky Blue’.” 


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Agency

Chief Creative Officer: Owen Lee

Business Director: Helena Georghiou 
Account Director

Client

Associate Marketing Director: Kate Parkyn

European Creative Campaign Manager: Joss Thompson

Senior Marketing and Operations Manager - Jessica Petit
Production

Digital Producer: Martin Schvartzman

Design Director: Esmee Lechner

Digital Designer: Ben Couret

Motion Designer: Joe Faulding

Category: Consumer Electronics , Mobile Devices