Dulux unveils new ad strategy

Dulux has revealed its new global ad strategy with the ’Let’s Colour’ campaign.

Dulux campaign
Dulux campaign

The campaign launches online with a two-minute ad that has been created from footage filmed at a series of painting events Dulux organised in the UK, France, Brazil and India as part of Dulux’s aim of ’adding colour to people’s lives’.

In each country, a dull, grey communal space was chosen and then the local community was given the chance to transform it into something more interesting using Dulux colour paint. The ad uses time-lapse photography to show the dramatic transformations

The local projects were documented by Euro RSCG London for the TV ads but materials will also be used for documentaries, on the Let’s Colour Project blog, to be disseminated via Twitter, Facebook and other social networks.

Laila Skipper-Nordby, head of global consumer brands at Dulux, says: “The film and the whole approach brings to life our brand vision and our company intent to make a difference.”

Euro RSCG won the global AkzoNobel Dulux account after a pitch against Bartle Bogle Hegarty, DDB and BBDO.

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