Communicado and OMD reveal Original As You campaign for Porter’s Original Paints
Home decorating brand, Porter’s Original Paints has launched its ‘Original as You’ campaign positioning it in the super-premium paint category.
The campaign, developed by Communicado with creative director Andrew Panozzo and OMD managing media strategy, aims to grow awareness of the paint brand.
Eliza Mielczarek, Cummunicado’s account director said: “There was
opportunity for us to develop creative that not only embodies the Porter’s Paints brand philosophy, but also celebrates the consumers using it, and the magic of the transformation possible when embarking on a creative project in the home.”
Directed and shot by Hugh Peachey, the campaign includes stills as well as 15 second and 6 second digital videos which enter the imagination of a woman who has just completed her painting project.
The campaign is part of the strategy developed by OMD creative enthusiasts including an out of home component featuring large format billboards and bespoke hand-painted bus shelters will rotate four key colours until
June.
Online video, display and social ads further amplify the messaging, and in a partnership with Broadsheet media, some of Porter’s most original customers share their inspiration for creating signature spaces using Porter’s Paints.
The campaign will also extend to a PR component developed and implemented by Communicado from June 2019.
Marketing manager for Porter’s Paints, Melanie Stevenson, said: “The Porter’s Paints brand holds a unique place in the decorating landscape offering colours and finishes like no other.
“Our brief to Communicado and OMD was to develop a campaign that articulates Porter’s unique brand story, while also focussing on its signature broad wall paint to elevate it from its perception as a specialty paint company.
“At Porter’s Paints, we champion originality as well as the creative and independently minded. The new brand proposition, ‘Original as you’, aims to bring this brand essence to life and invite our consumers to step outside the ordinary to create an environment as original as they are.”
Credits:
- Creative Director – Andrew Panozzo
- Director – Hugh Peachey
- Creative & PR Agency – Communicado
- Production – Hugh Peachey productions
- Media Agency – OMD
