People & Planet:
Brand & Bottom line:
Dulux wanted to reposition themselves in the paint market, so Dulux and their agency Euro RSCG launched the ‘Let’s Colour’ project, which aims to use colour to make people’s lives better.
When people are living in a grey environment it has an impact on their mood and behavior. Dulux wanted to change that by adding colour to the grey streets, and thus happiness and content to their lives.
The solution was to undertake an extensive seeding and social outreach program, targeting global online influencers. These key influencers acted as brand advocates and became initiators to spread the viral message throughout the relevant channels and communities. Through some beautifully shot time-lapse films, Dulux has shown how their paint can transform the saddest looking places into something exciting and energising – all through the use of colour. Once again, we see that when a brand partners with an initiative that is very close to (or inseparable from) its product offering, the effects are much more powerful.
Over 250 000 people viewed the film online in the first month of its launch. By donating all this paint, Dulux has executed a visually stunning campaign that is not only generous, but also encourages massive collaboration from people.
Euro RSCG, London - Russ Lidstone - PR