Draftfcb illustrates the colourful future of home painting
Launches Valspar Paint into the Australian market
After a four way competitive pitch, Draftfcb Sydney has won the Valspar brand account. One of the world's largest paint brands, Valspar's portfolio in Australia also includes the Wattyl and Solver brands. Draftfcb is to launch Valspar to the premium DIY market through Masters Hardware & Danks Corporate stores Australia-wide with an extensive TV, online and POS campaign.
The TV campaign uses Real flow liquid animation to give Valspar paint a contemporary, innovative look and feel, while each of its game-changing selling points is visually illustrated for the viewer.
The POS and online channels use similar executions to demonstrate Valspar's difference, while the new website valspar.com.au offers a remarkably simple, fun-to-use palette of colour inspiration tools to make it easy for DIY painters to get their colour choice right the first time.
Says Philippa Durant, General Manager Consumer Marketing ANZ of Valspar, "Valspar's positioning as The Future of Paint is a direct promise of our unique product and service attributes. With an already strong portfolio of brands, we're consciously establishing comprehensive and competitive offerings within the DIY paint aisle. This positioning, enhanced by the equally innovative Masters offering, make Valspar a contender to eventually become Australia's leading paint brand."
Simon Edwards, Creative Director of Draftfcb agrees. "It's great to see established, global brands truly putting the consumer's needs at the centre of their product development. Valspar genuinely lives up to its brand promise of The Future of Paint and will continue to innovate and give consumers new reasons to choose them moving forward. This campaign, beautifully produced by Heckler, Drifter, Electric Art & Nylon Studios, is a lovely blend of inspiration and information a personality suitably reflective of the Valspar brand."
Watch the 30" TVC here
Creative Director: Simon Edwards
Head of Art: Steve Liu
Art Director: Elle Crozier
Planning Director: Simon Murphy
Client Services Director: Kate Heatley
Senior Account Director: Nicole Holmes
Animation & Post Production: Heckler
Digital Production: Drifter
Audio Production: Nylon Studios
Ilustration-3D: Electric Art
Draftfcb places equal emphasis on creativity and accountability, science and art. We are made up of a diverse, passionate group of thinkers, creators, poets, artists & technologists devoted to creating brilliant ideas that change behavior. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. Our worldwide network now spans 151 offices in 90 countries, with over 8,000 people, and is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.