Not often do you get to work with a brand willing to spend a large portion of their marketing budget on a project that positively impacts people’s lives. So when Dulux, the flagship brand under AkzoNobel, appointed us to help reposition and revitalise its brand through the global Let’s Colour Project, we were as thrilled as the people we ultimately affected.
Cue hundreds of paint brushes, thousands of litres of paint, and three locations that allowed us to stay true to the global concept while still weaving in a uniquely South African flavour. Filming took place over two full days, moving between locations in Hillbrow, Yeoville and President Street – right in the heart of the Johannesburg CBD. What makes the film truly unique however, is its purity – no scenes or images were manipulated and every building was painted as the camera ran on a dolly track.
The campaign, supported by PR, BTL promotions, social engagement, print and outdoor, lived and breathed the Dulux philosophy of not selling paint… but tins of optimism and also introduced to the new Dulux strapline: “Let’s colour with the world’s No.1 paint company”.