In France, retail environment is very hostile for brands, especially in DIY. Dulux Valentine, as the leader of its category faces an increasing pressure on market shares: the main challenge is to generate brand preference vs private labels to justify its higher price.The aim of the brand was very ambitious: redefine the category drivers to recreate a sense of stake when choosing brands, with a strong vision about the role of paint in people’s lives: coloured paint should not be considered any more only as an industrial product or simple canvas but an inspirational, noble decorative item and a tool of self-expression one can be proud of.

To display paint as a tool of self-expression in a dramatic way, we made the walls of 3 big French cities dance, just by using coloured paint.The performance began before people’s eyes in Marseille, Lyon and Paris with the famous mural painter MWM. Each stage of MWM’s work was captured on film by the young collective of directors Le Groupuscule – gathering over 700.000 images by the end of the project – in order to make a music video for Monsieur Monsieur’s new track “Walls are dancing”, in which Dulux Valentine paint literally made the walls dance.

The trailer and the painting events themselves generated tremendous interest from the public. The project has been adopted by the art community, far from being the main target of the brand and usually very wary (especially in France) of brand initiatives, and with advertising in general.

The PR coverage was very qualitative and enthusiastic, we could get out of our decorative/paint category and reached cutting edge, innovative, design, art, lifestyle media (Fubiz, Creative Review, Shots, Best Ads on TV, Libération Next, Direct Marseille….) for the first time in the brand’s long history.