It is not enough anymore for a paint brand to be a just great paint brand. After leading the category for years as The Paint Expert, the competition is catching up. So how can we evolve beyond paint? Paint = Walls is deeply entrenched in the minds of consumers. This convention has imposed a great challenge to not just NipponPaint but to the category as a whole. We realized that the best way to breakthrough this barrier is to show, tell, and most importantly, involve consumers. We came out with the idea of #PaintAllSurfaces – any surface, any shape, any size. We picked 5 types of surfaces that can be easily found in homes and built 5 life-sized Blobbie sculptures, all coated with NipponPaint. These Blobbies were brought on a nationwide tour to show, tell, and involve our consumers and showcase that NipponPaint is more than just paint!