Paint is seen as paint. For years, it has been perceived as being utilitarian. It is always in the background, serving as a backdrop for furniture, furnishing, and art. Its ability to give birth to beauty on walls is rarely, if ever, acknowledged. We had to change that and make homeowners look at paint as a hero, as something that could help them create a world of beauty in their homes.

We conducted an activation in art galleries and studios. We brought together every colour from the Dulux catalogue. And poured hundreds of litres of paint out of a 9-foot can. The motor inside the can released stream after stream of paint. And gave birth to an artist called paint. One that formed and transformed hundreds of textures and patterns, organically. One that united unusual shades, leading to unpredictable combinations. One that created masterpiece after masterpiece with every splash, every smear, every stroke.

Our strategy to open people’s eyes to the wonders of paint was to let paint take centre stage. While paint is always the medium, we wanted to show what would happen if it became the artist. We chose to do this in the form of an activation, which allowed people to see for themselves the myriad pieces of art that paint can create and forge a connection with paint. The uniqueness of the activation drew people in, while the uniqueness of the art kept them glued.

We conducted an activation in art galleries and studios. We brought together every colour from the Dulux catalogue. And poured hundreds of litres of paint out of a 9-foot can. The motor inside the can released stream after stream of paint. And gave birth to an artist called paint. One that formed and transformed hundreds of textures and patterns, organically. One that united unusual shades, leading to unpredictable combinations. One that created masterpiece after masterpiece with every splash, every smear, every stroke.

Interesting sections of the flow born out of the activation and out of our other paint flow experiments were shot and turned into communication material, such as print ads, posters, digital films and a product catalogue which was used across retail spaces. Our activation brought to life the width, depth, variety and potential of Dulux paints. The result? A splash, which was made both online and offline. With over 3.2 million media impressions, over 1 million shares on social media, a 239% increase in traffic to the Dulux website, and an 8% increase in footfalls. The activity, a celebration of our products, helped consumers see paint in a new light.