digital concept-strategy
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AWARDS:
Cannes Bronze Lion
Integrated Campaign 2011
Silver Pencil One Show
Interactive, 2011
Silver Clio
Integrated Campaign, 2011
Contagious Magazine
The most Contagious 2011
The challenge was to prove Dulux’s brand mission to bring colour to peoples lives.
The solution was the Let’s Colour Project. A global integrated campaign built around digital and social media. The project kicked off in a very simple way: with the Let's Colour Project Blog. The true heart of the campaign. Content was uploaded in real time to the blog, flickr, youtube, twitter, facebook pages. Minutes later this content was being re-used by blogs and online newspapers all over the globe. The painting events where captured in a 2 minute film. This film premiered on the blog driving thousands of people to our content across all our digital media channels. In two days it became the most tweeted video in the film category. Within 4 weeks we reached over 400 thousand hits with no media investment.
Produced by Stink.
Photos: Rebecca Campbell.
