Dulux gets painting and asks the world to join in
You don’t usually associate paint brands with innovative advertising ideas.
In Australia, all we’ve got is an Old English Sheepdog that’s been flopping about on our TV screens for Dulux since the 1960s.
But in Brazil, France, the UK and India, that same brand which is owned by Akzo Nobel, has taken a much more inspiring approach with its “Let’s Colour Project”.
It’s just released a two minute film called “Dulux Walls”, created by Euro RSCG London. It’s been six months in the making and features real people from key cities in those countries, painting their communities.
The idea is simple. It’s all about bringing colour into people’s lives and galvanising local communities across the globe to roll up thier sleeves to paint streets, houses, schools and squares.
Apart from the actual ad, there have been so many more elements to the campaign which you can check out on the website.
There are also 60 second and 30 second executions of the TVC which have just launched in France and will also roll out to other markets across the world, though there’s been no mention of it coming to Australia as yet.
Oh and yes – in case you were wondering, there is of course a dog at the beginning of the clip.
(Hat-tip: Launch Group)
Camille Alarcon
Linkedin
I like it. A simple idea executed well. Good on them for pulling it all together.
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It’s nice when advertising campaigns are constructed so that they have the potential to be beneficial to more than just the advertiser 🙂
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This is great example of a big simple idea, brilliantly executed and 100% ownable by Dulux (and the people who propel the idea). A genuine reason to get involved and then come back to track the blog… You can see where they could take this now on a smaller scale for years to come.
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Created by a talented young London-based Australian creative, Rebecca Campbell.
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Anyone have this bloke’s number? My house needs painting and I reckon he could get it done by the weekend.
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I just hope they didn’t paint over a Banksy!
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I’m on of the four creative’s on the ‘Let’s Colour Project’ but can’t take the credit for the actual TVC. It was written by Fabio Abram and Braulio Kuwabara, two of the most lovely creatives ever. I was part of the team who travelled to Brazil, India, the UK and France where we transformed cities with vibrant paint with the local people, filmed the above spot and created documentaries and I also documented the journey on this blog.
http://www.letscolourproject.com/blog
Hope you enjoy 🙂
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Well done Rebecca and your co-creators. It’s absolutely beautiful and an great example of a brand delivering real value to its audience rather than just a message. I was lost in the story of it for 2 lovely minutes before the reality of my in tray on a Friday afternoon came back to my mind. Thank you.
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Ha ha. Thank you so much Jemma. It has been hard work but an absolute joy to work on this project 🙂
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Nothing wrong with the sheepdog!
The very first one was our family pet.
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Love the Jonsi (from Sigur Ros) song ‘Go Do’ used.
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it’s a beautiful ad, but I’m not sure it’s inspiring me personally to get out and paint…
what do you want me to do from seeing this ad, it is just to feel good about dulux?
i think the project is awesome and it will be interesting to see how it progresses, out but I am interested to know what the key metrics are for the project and how it’s going to be measured.
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Well I just love it! Show it enough times and people will start imagining what their own place will look like with a fresh new colour, and up go the Dulux sales.
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stuff cleaning those brushes
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Great ad! Reminds me of the Nippon Paint ad in Xin Jiang – they painted rural houses atop a hilltop and coloured the local’s lives.
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