Volcano Advertising recently took on the challenge of re-positioning Dulux as "The World's No.1 paint company" utilising the international 'Let's Colour' theme within the unique South African landscape.
"Following our appointment on the account we got to work on understanding the Dulux brand within the South African wall coatings landscape and looked at ways of repositioning and revitalising the Dulux brand through the exciting and uplifting 'Let's Colour' campaign. Dulux is a global brand under the AkzoNobel umbrella - the largest paint manufacturer in the world and sees itself selling "tins of inspiration" rather than the very industrial descriptor for its category - "paint". This fact led the Volcano creative team to develop a South African version of the epic "Let's Colour" global project currently rolling out across five different countries including South Africa," commented Paul Jackson - Volcano Managing Director.
The campaign, which includes a series of TV commercials, was also adapted for out-of-home execution as well as print and in-store. "We knew from the word go that the campaign had to be uniquely South African, and adding life as well as revitalising Johannesburg's bustling city centre, was at the heart of our project," commented Francois Boshoff - Volcano Advertising Creative Director.
"The vibrant people of South Africa coupled with the beautiful locations selected by Fresh Eye Productions allowed us to stay true to the global concept whilst weaving the dynamics of our diverse country into the existing platform. It was a great honour for all who were involved in this campaign - a project that holds the potential to change lives and inspire communities as colour is a vital part of our lives, it stimulates new ideas, rejuvenates cities, energises its people and captures the imagination of the world," concluded Boshoff.
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