Dramatize in an insightful way the role of the black colour for people that normally wear black. The line "Don't Let It Fade" was the call to action message. Black is a way of living.

We have drawn the illustrations and then we carved them in lynoleum to build real stamps. Then we used the stamps on a special absorbing paper to create the final images of the ads.

The same process has been applied for the typography.

"Renovator Black" awareness raised significantly and, at the same time of the campaign, we registered an increase in market share of 3.5 points.