The world is a canvas in paint company Dulux's vibrant new ads

Posted on Thu May 27 2010

Paint marketers have it rough, as BrandFreak pointed out recently, because it's difficult to show people just how vibrant or rich or textured their products are from within the confines of a TV commercial (even with the help of animated paint-chip animals). That's where YouTube can be mighty handy. Dulux, for a European campaign, shot in-progress footage of its "Let's Colour" project and posted it on the video site. There's much more to come, like a documentary and other entertainment-based content. It helps, too, that this work, shown in time-lapse photography in the two-minute clip here, changed entire neighborhoods from dirty, drab and graffiti-pocked to bright, clean and tag-free. The community painting events happened over the last four months in the U.K., France, India and Brazil, with 500 volunteers using about 1,800 gallons of Dulux decorative paint. Ad agency Euro RSCG London handled the campaign, which includes a making-of film, Web site, Twitter, Facebook and Orkut. The company also gets points for the gritty 'hood makeovers and for resisting the temptation to go with some sappy soundtrack like "Color My World" or "True Colors."

—Posted by T.L. Stanley



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