Launching Dulux Spray with a bold, creative spark
Background
DIY spray painting is something people see themselves doing, but just never do.
The research proved it, with 54% of respondents saying they’d consider using spray paint, but only 11% actually went on to make a purchase.
It was up to us to launch the new Dulux Spray range in a whole new way, empowering and inspiring DIY enthusiasts and creators to pick up a can and give it a go.
Challenge
To hook the attention of creative DIY’ers, we challenged ourselves to be bolder.
Otherwise, we just wouldn’t stand out in the hardware store paint aisle. It all began with a mission: to make a spray can more than just paint, but a chance for change – to turn the ordinary into an expression of creativity.
So we used the action of shaking the can as a call to ‘shake it up’, while at the same time shaking up the creation of this campaign.
Solution
To launch ‘Shake It Up’, we literally did just that.
We drew inspiration from the Dutch Masters and shook it up with a modern re-interpretation. Combining the classically composed lines and attention to detail of the Masters with a crafted studio photoshoot, the results were striking.
The campaign was designed not only to have an impact, but to display the breadth of Dulux sprays in the boldest of ways. Across a variety of touchpoints in hardware stores, it captured the attention of creative and practical customers, from the weekend DIY’ers to trade professionals.
