Cannes Lions

COLOUR PEOPLE

TBWA PRAHA, Prague / DULUX / 2013

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Case Film
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Overview

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Credits

Overview

Description

Challenge: In the Czech republic, Dulux stands against established competition and conservatism of Czech people who strongly prefer white on their walls.

Solution: In order to shape the perception of Dulux, we need to first raise the profile of colours via clever PR. Because if advertiser says ´use colours´ it is jut the advertiser pushing his own interests.

IDEA: Colour people representing colours and the emotions behind them.

Results: 2500 people directly exposed to street guerrilla of mimes. 180 000 people reached by word of mouth. 1.625 mil. of people involved through shares. And when we calculated all the magazines and media coverage, we have reached 25 million readers!

Execution

Two big parts: Teaser in on-line world.

Then follow-up phase for one week in both on-line and off-line world.

The folllow-up phase lasted one week. It was divided into thematic days: Yellow Monday, Green Tuesday, Red Wednesday and Blue Thursday. Each day devoted to one colour.

Both in the digital and the 'real' world, in the streets of Prague we were bringing the characters of respective colours alive. Then on Saturday, the colours came together on a big event: kind of 'artistic happening'.

Outcome

Results: 2500 people directly exposed to street guerrilla of mimes.

180 000 people reached by word of mouth.

1.625 mil. of people involved through shares.

And when we calculated all the magazines and media coverage, we have reached 25 million readers!

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