Chado-Design.com

There are very few products out there that are incredibly hard to market and differentiate using video as a medium. Video is so versatile it allows for endless possibilities in motion, graphics, and music allowing you capture the use of your product and attach emotional appeal. Until the rise of Tivo, it has been seen as a surefire, indestructible medium where a very small number of products find it difficult to utilize. Paint however, is one of those few products. It is no easy task communicating the texture and brilliance of your paint’s colors on a standard definition TV or monitor. That is why the newest campaign for European paint company Dulux is so great. After six months of planning, working, and editing they have finally launched an amazing television commercial/community project that is both memorable and motivational. The “Let’s Colour Project” is their worldwide initiative to transform ugly grey spaces covered in dirt and graffiti in urban communities around the globe with colorful paint. By rallying the community’s support with over 500 volunteers and 1,800 gallons of Dulux paint they took to the streets to brighten neighborhoods. They recorded the community event over a four month period in the UK, France, Brazil, and India and using time lapse photography developed an unforgettable two minute commercial.

Not only did they produce a brilliant TV commercial but the meat of their campaign is the real places around the world that have been completely transformed with their vibrant colors. The commercial is just the beginning for this ongoing campaign; they plan to release a documentary and other web based content. This campaign is a great achievement on many levels; it is excellent PR for the paint brand, they have facilitated unforgettable neighborhood events with their brand as the centerpiece, have literally left their mark all over the cities, and have participated in a large scale urban renewal project. It will be great to see how the campaign continues and if they take on another similar project in other cities but for those four months the world truly was their canvas.