The Modern Emulsion campaign was designed to show that Farrow & Ball aren't lofty and removed from everyday life. Far from it. They get it. Painting a house is stressful. All of a sudden, your family and friends, the people you want to impress, even your own husband and his motorbike, become the wine spilling, muddy dog bringing, oily hand wielding enemy to your lovely new walls. But now, you can relax. Because Modern Emulsion is wipeable and washable. The campaign was Farrow & Ball's most successful campaign to date with a double-digit sales spike and dramatically improved brand metrics.