This film is an animation of real events. Of real places painted by real people. It starts with a group of people in Brazil carrying tins, rollers and brushes. They gather at a wall and start painting. Time speeds up and we watch the colours travel from one wall to another crossing different countries and places and transforming the grey environments into colourful ones. When we finally get to India time goes back to normal and we can see another group of local people finishing up painting their walls. They step back and admire their work for a moment. Over their image we see a line appear: ‘Let’s Colour’. Then time speeds up again and we see the colours continue it’s journey, just as the DULUX logo appears on top of the ‘Let’s Colour’ line.

Our challenge was to create a brand campaign, so we developed an ongoing project helping to organise local communities to change their own environments. First we set up a blog to follow each step of the events. The events were also shot and edited into brand film. A documentary director travelled with us, creating films about the relationship each country had with colour. First we contacted local representatives in Brazil, France, England and India, all important markets for Dulux (and the affiliate brands). With them on board, we set the dates and started the events.

Our mission was to create an unified global brand message around colour, and turn Dulux into the first brand in the consumers minds when they think about colour.

After the first 4 countries, the project started to get thousands of spontaneous requests to host events all around the world. Because of this response, 14 other markets decided to promote the project in their countries, and there are many more ready to happen. The Let’s Colour line became the open invitation of an ongoing project, and the campaign helped position Dulux as the colour authority in the paint market.