This PR campaign saw Dulux paint use the power of art to remind Britain of the power of colour, to drive sales of coloured domestic paint. The core idea was to create "art-vertising" - painted buildings and billboards in unexpected locations across Britain - to showcase Dulux's products, earn editorial attention and drive engaging content. As a result, Dulux coloured paint saw a 32.4% share uplift, outperforming the category.

The public were asked for stories about their cities and these were used to brief colourful artworks by exciting illustrators. These artworks were painted onto the sides of huge buildings and onto giant canvasses, in surprising (previously dull) locations.

The public watched them take shape. Peoples’ days brightened. Colour was responsible for smiles. Families took extra time together. Busy businessmen stopped. People talked, to friends and strangers, about how colour changed their day for the better.

This was photographed and filmed, spread through earned publicity and owned channels, supported with some video seeding and by research-backed editorial radio interviews.

To give everyone, everywhere, an interest in the campaign, the wider public were asked where an 8th artwork should be placed, driving nationwide engagement.

The campaign ended with a lasting legacy: the artworks were donated to community groups, providing further PR and a permanent reminder of the power of colour.

? Experiential reached 4.4 million people

? 55 editorial hits reaching 82 million

? Video content reached 4,053,198

Independent qualitative research by Promise concluded: “The campaign [showed] colour can be used to brighten up a blank space and lift the mood. It got people to think of Dulux in terms of transformation instead of just wall paint.”

Dulux.co.uk dwell time doubled and online sales converted at double the average. Most importantly, Dulux outperformed its category during the campaign period, with a significant incremental sales uplift in coloured paint.