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DuluxGroup’s Berger launches new campaign targeting trade painters via DDB

DuluxGroup’s paint brand, Berger, has launched a new campaign, building on the brand’s “well-respected, no BS past”, via DDB Melbourne.

As “the painters’ secret” for over a century, Berger’s latest campaign leans into its heritage and brings to life unique experiences of trade painters.

From masking tape, to sore backs, to finding the best hand towel, the new spots share tricks of the trade, which only professional painters would truly understand.

“By demonstrating Berger’s intimate knowledge of the ins and outs of their profession, the brand is positioned as the paint of choice for trade painters,” said David Adams, brand manager at Berger Paints.

“Berger is the paint for painters in the know.”

The spots were shot in black and white by acclaimed photographer Stephen Dupont. Designed to cut through against other paint brands in the market, the tonally and visually distinctive films and stills authentically portray the craftsmanship and hard work of professional painting.

Josh Brown, senior art director at DDB, said: “Trade painters are full of inventive solutions. You can’t help but be inspired by their ingenuity and mastery of their craft.

“By shooting in black and white, the focus is pulled from the decorative quality of the paint, to the experiences of professional painting.”

DDB was appointed to DuluxGroup’s creative account in 2020, but does not cover the brands B&D Doors and Selleys, as those were won by Thinkerbell just two months prior, off the back of a pitch.

DuluxGroup has just taken its master media account to pitch, as revealed by Mumbrella last week.

It is undertaking a “closed-door evaluation” of its media strategy, planning and buying services, as its contract period with its current media agency, OMD, is coming to an end.

It is understood the incumbent has been invited to re-pitch, as has GroupM’s EssenceMediacom and IPG’s Initiative.

“In fairness to all potential vendors, we are committed to strict confidentiality throughout this review process,” a Dulux Group spokesperson told Mumbrella last week.

Berger’s new campaign has launched across trade-targeted media including OLV, radio and social.

Credits:

Client: DuluxGroup / Berger
General manager – DuluxGroup limited: Richard Hansen
Dulux decorative marketing manager: Therese Winterburn
Brand manager – Berger: David Adams
Product manager – Dulux trade: Judy Liao

Agency: DDB
Chief creative officer: Stephen de Wolf
Group executive creative director: Psembi Kinstan
Group creative partner: Giles Watson
Senior art director: Josh Brown
Senior copywriter: Anneliese Sullivan
Senior copywriter: Sebastian Covino
Head of production: Sonia McLaverty
Producer: Edward Connelly
Senior editor: Tom Marley
Editor: Alex Debely
Studio manager: Aaron Wickers
Senior business director: Jessie Mitchell
Business director: Jiaan Koch
Business manager: Sam Simpson
Head of planning: Matt Pearce
Planner: Sophia Loschiavo

Production: The Kitchen Creative Group
Director/photographer: Stephen Dupont
DOP: Ed Triglone
Head of production: Manuela Leigh
Producer: Anna Cuthill
Retoucher: Shayne Pearce

Sound: Rumble Studios
Producer: Bec Ivanov
Sound engineer: Sean Wilkinson

Media: OMD Melbourne

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