Agency: Euro RSCG London
Euro RSCG London have launched the global Dulux ‘Let’s colour’ campaign – with a TV execution that celebrates a series of community painting events - called ‘Dulux Walls’.
The campaign film, directed by award winning Adam Berg, is a celebration of the ‘Let’s colour project’ and launches online with a 120 second version.
It highlights the journey of colour across the world as people and colour combine to regenerate public and private spaces.
The film will launch on-line on You Tube and then roll out on TV in local markets across the world, beginning with France.
The ‘Let’s Colour Project’ is a global activation idea centred on a series of painting events that happened over the last 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.
“We wanted to bring the Dulux vision to life with an idea that was real, that engaged people and that could generate content that works powerfully across all channels, including social media. The film is a celebration of this movement,” said Global Creative Director Experiential and Digital – Euro RSCG, Fernanda Romano.
Euro RSCG London not only documented the events for TV executions – but also for documentaries; 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.
Laila Skipper-Nordby, Head of Global Consumer Brands - Dulux said, “The film and the whole approach brings to life our brand vision and our company intent to make a difference.”
The creative team behind the campaign are Fabio Abram and Braulio Kuwabara. The film was produced by Stink Productions, is directed by Adam Berg 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.
Russ Lidstone, CEO Euro RSCG London added, “We sought to create a multi-faceted campaign that is true to Dulux's vision and taps into a global and fundamental human truth. ’Let's colour' and the community painting film are the extraordinary embodiment of this ambition.”
Euro RSCG have been working with AkzoNobel decorative paints since November 2009, after they won the global Dulux account in a competitive pitch against BBH, DDB and BBDO.