The key objective was to create something so standout, so appealing for paint, that people would want to have it for themselves, and showcase it in their home, as art.

The key challenge: we needed to find a way to capture and dramatize the power of color in a very simple, memorable, original and ownable way.

Instead of buying a single page in Country Living, we bought four covers in a single issue of Country Living. The multiple covers allowed us to completely transform a room several times, like the chameleons themselves. Each change featured our chameleons transforming into a new color. The same room, shown four different ways, engaged and inspired the reader. But inspiration could prove paralyzing, and getting the right color could be a problem. The ad’s final spread resoundingly solved the problem: 'Love Your Color, Or Change Your Color. With the Valspar Love Your Color Guarantee, if you don’t love the color you choose, get another free'. Valspar’s innovative multi-cover print ad in Country Living inspired consumers to take bold color risks, while giving them the safety net of the Love Your Color Guarantee. And that had paint customers pleasantly surprised.

Discussion of Valspar rose throughout social media channels. Especially on Pinterest. The holiday Pinterest content was shared at a rate 4x greater than our average content’s benchmark.