Dulux 'Walls' produced by Euro RSCG London wins top viral campaign at TED Awards in LA Euro RSCG London is proud to announce that they have won the most prestigious TED award for producing the best global 'Ad worth spreading'; it will be announced officially on the TED stage in LA today that the agency's 'Walls' work for Dulux has scooped a top prize.
Twenty four leading film makers, producers and journalists were asked to select the top 10 most powerful and memorable online videos - compelling enough to impassion a TED member to pass it on.
Russ Lidstone, CEO, Euro RSCG London said 'It is an honour to win such a prestigious awards. It is testimony to the power of 'walking the walk' - a brand in action brought to life in a beautifully compelling and integrated way.' The nonprofit organisation, TED, whose tagline is 'ideas worth spreading' opened this ad challenge to everyone.
They had over a 1000 entries which were collected from December through to February from brands, small businesses, ad agencies, students and advertising schools.
The top 10 winners were selected by a panel of 24 expert judges. As part of Euro RSCG’s worldwide “Let’s Colour Project,” the film, directed by award winning Adam Berg, highlights the journey of colour across the world as people and colour combine to regenerate public and private spaces.
It features real people gathering in streets and alleyways, picking up brushes and rollers, and covering up their cities' grey spaces with a rainbow of colours.
This uplifting video reminds us that life is better in colour, and there is nothing that a fresh coat of paint can't make better. The ‘Let’s Colour Project’ is a global activation idea centred on a series of painting events that happened over 4 months in the UK (Virginia Primary School, Tower Hamlets, London), France (Aulnay sous Bois, Paris ), Brazil (Lapa, Rio de Janeiro) and India (Chandpole Chowki, Jodhpur).
Each local community was engaged to transfer dull and grey spaces into something more interesting using Dulux colour paint. Each event was filmed for the TV execution and further events are scheduled to take place around the world in the near future as part of Dulux’s ambition to ‘add colour to people’s lives’.
The campaign is the first of its kind and has attracted the attention of many blogs, cultural commentators and trend spotters.
Euro RSCG London not only documented the events for TV executions – but also for documentaries (directed by multi award winning director of ‘Sons of Cuba’ - Andrew Lang); a ‘making of’ film; blog (www.letscolourproject.com/blog); website (www.letscolourproject.com), social media on Twitter (@lets_colour and hashtag #letscolour) and social networking sites including Facebook and Orkut.
The creative team behind the campaign are Fábio Abram and Bráulio Kuwabara and Directed by Fernanda Romano. The film was produced by Stink Productions, is directed by Adam Berg (director of multi-award winning Philips ‘Carousel’) and uses music by Jonsi entitled ‘Go do’. Nearly 7000 litres of paint were used in the painting events and close to 500 volunteers took part in the project.
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.