Clemenger BBDO was challenged to develop a new campaign to launch the Dulux Colours of New Zealand range for the 2014/15 painting season. This coincided with the release of over 300 new colours with a focus on brights.
The Go Colour campaign was developed around the insight that colour selection is the part of the painting process that consumers feel least confident about. Go Colour aims to remove this apprehension and encourages consumers explore and celebrate the possibilities of colour.
The campaign launched with a 30” TVC, directed by Finch’s Alex Roberts. Set to a catchy and energetic soundtrack, this fun spot features a spectrum of New Zealanders changing the colours of their walls with a simple clap.
“The campaign works on a transitional and tactical level, establishing the ‘go colour’ tagline and showcasing the Dulux tools that put the possibilities of colour in your hands; The artist edition fandecks, the newly launched Dulux Colour App and Colour Sample Pots.”Shontelle Crosswell, National Marketing Manager – Dulux New Zealand