Before starting a painting project, people scrutinize the colors printed on narrow paper strips called color chips. To show the world that Sherwin-Williams understands the emotional power of that moment, they commandeered this universal paint color icon. In the "Color Chips" campaign, beautiful new worlds of color are shown in TV, print, cinema and online. We also built a browser-based app called Chip It! that creates a ChipCard using any online photo and its 10 most prominent Sherwin-Williams colors. It all got people talking about Sherwin-Williams’ advertising for the first time in 145 years and has won six awards, including two Effies and a MIXX Best in Show.