Ice hockey is a dramatic game and by using paint we can visualize that drama, make it become almost real and convey how colourful it really is.

Dramatise that Alcro Paint sponsors the Swedish national ice hockey team by creating advertising for the underground that visually goes outside the borders of what people expect.

We illustrate a Swedish ice hockey player in a dramatic tackle with an opponent from another team. The visual and dramatic colour splash also went outside the traditional frames of advertising billboards in a very literal way.The underground is a very busy place and we wanted to do something that really captured people's attention. Something that was colourful and really stood out.

Since both ice hockey is one of the most popular sports in Sweden and DIY home improvment is an extraordinary popular “leisure” activity for many Swedes we combined them in this campaign.A visual of an ice hockey player from the Swedish national team in a dramatic “colour” tackle with a player from another team. The spectacular splash of colour spilled outside the frame of the billboard in a very realistic way.Pictures of the ad spread on numerous blogs and sites and was widely discussed. It shows the power of a colourful idea.