Evolve paint campaign from human.kind

30 Oct 2012

The recent ad campaign for the new product line from Prominent Paints, Evolve, has been created by human.kind. The agency began by developing the product name, as the paint is 100% lead free, contains zero solvents, is 70% organic and has zero VOC (Volatile Organic Compounds), which normally are given off by new coatings and adhesives in the form of in the form of harmful gases.

With such environmental credentials, the tag line for the campaign 'One day all paint will be made this way' made sense and was reportedly the obvious choice, particularly in an era where society is demanding 'greener' shades of paint.

The full campaign included logo development, package and product design, development of an in-store touch screen system, print adverts and various other touch-points.

Account director at human.kind, Fred Buter says, "This is a new generation of environmentally friendly paint products manufactured from mostly natural organic raw materials. It makes for a safer environment and is kinder to you and your family. It has faster drying times and allows you to move back into your newly painted room that much sooner. With all that going for it, the product campaign was easy to pull together.

A design and style guide

"The in-store touch screen needs special mention. It acts as a design and style guide, giving consumers options for different rooms, a selection of colours for their walls and then lets them send the image via mms to their phones or to a specified e-mail address. Because decorating is more than just painting, the innovative touch-screen displays offer a complete decorating solution incorporating window, floor and lighting solutions."

The packaging with humankind's design, offers a translucent container, which creates a colour wall in the store, displaying all 20 on-trend, themed colours. "Consumers no longer have to wait to have their paint mixed, nor do they need to select from a tiny swatch; with this product, they can see the colour though the packaging which is a first for paint brands."

Retail approval

Trendsetter and innovator at Builders Warehouse, Cliff Kay puts his stamp of approval on the new product range, saying, "This will definitely change the way you think about and use paint."

Since the paint is exclusively sold at the 54 Builders Warehouse and Builders Express stores nationwide, advertising has been selective. Print adverts will appear in the niche home category of magazines.

Buter concludes, "As the name suggests, the product will continue to do just that and consumers can expect new colours and themes in the near future."