FCB Inferno Helps Valspar Bring Colorful Language to the Campaign Trail
54 ft convoy inspires the nation with a different type of colourful language to describe election candidates while Pinterest helps tease ambitious plans
Leading paint brand Valspar and creative agency FCB Inferno are hitting the road during this defining week in British politics to bring the nation’s feelings and opinions to life using the power of colour. The platform first launched in August when it won the Evening Standard’s Be London’s Headline cover wrap competition, with creative tied to the first address in Parliament following the summer break.
An “election convoy” hits the road today in London and Manchester. Three digital display vans, stretching an impressive 54 ft, will take to the city streets – using Valspar’s fun and unique paint names in the appropriate party colours and opinionated prose, as inspiration for people’s voting decision.
The extensive paint range which includes 2,000 colours, each inspired by everyday objects, situations and states of mind, are now also colourfully narrating the polarised mood of the nation. So, whether you’re “Mad About”Jeremy Corbyn or you think he’s “Faint At Heart,” if you think “Utopia Beckons” with Boris or he’s simply a “Snake Charmer” or if you believe Jo Swinson is more “Light and Fluffy” or “Simply Brilliant” – Valspar is hoping to spur the nation onto the polling stations in the most colourful way possible.
Pinterest boards also reveal how the wannabe PMs may plan to makeover Downing Street – bringing to life what the interior of No. 10 may look like under the influence of the new (or remaining) resident come Friday morning.
User Jeremy C Islington’s board shows a preference for walls with reds such as “Back by Popular Demand,” filling his office with thrifty recycled cardboard furniture and even a plush red throne for his cat.
Pinterester J Swinson East D’s board suggests the iconic front door of No.10 could be changed to an amber called “Bonjour,” complete with a multi-lingual welcoming door mat.
Finally, the user named Bojo has pinned little other than portraits of Boris Johnson, large mirrors and a blue named “Utopia Beckons.” Plus a new champagne fridge of course.
In response, Valspar has offered to paint the famous front door in the winner’s colours, absolutely free.
Jane Ryder, Valspar’s European Marketing Director of Consumer Brands, said: “Our paint names were created specifically to create emotional connections between people and colours – now, we are amplifying this through our travelling election convoy to liberate people’s views and embrace our differences. The world would be a pretty grey place if we all felt the same way and with the election provoking more interest than ever, we wanted to use this opportunity to inspire people to be bold.”
Becky McOwen Banks, Creative Director at FCB Inferno, comments: “Our campaign is a fun way to bring to life that, however ambitious your plans, Valspar’s ability to match 2.2 million colours means they have a paint colour to match.”
The public is being encouraged to share its colourful election thoughts, as well as pictures of Valspar’s election convoy on social media. People can also take part in a Facebook #PaintPoll to be in with a chance of winning £100 worth of paint.
Creative Agency: FCB Inferno
Katy Wright – Head of Account Management
George Bell – Senior Account Manager
Charlotte Fitzpatrick – Account Executive
Marcus Richardson – Strategy Director
CC Clark – EVP Communications EMEA
Becky McOwen-Banks – Creative Director
Kris Wheater – Senior Copywriter
Jono Owens – Senior Art Director
Rachael Clarke – Creative Producer
Russ Mallows – Creative Producer
Becci Salmon – Joint Head of Design
Max Fox – Designer
Richard Bagley – Head of Studio
Steve Clark – Senior Artworker
Jude Moore – Editor
Mori Thomson – Photographer
Media: Havas Media
Patrick Blackman – Business Director
Tash Reade – Account Manager
Elliot Murray – Account Executive
Jane Ryder – European Marketing Director of Consumer Brands
Jonathan Greeno – Brand and Digital Marketing Manager of Consumer Brands
Laura Harrison - Senior Brand Manager, Valspar
Social Media: Born Social
Sarah Rainford - Account Director
Sue Roberts – Managing Partner
Flora Neeson – Senior Account Director
Arielle Rawes – Account Director
About FCB Inferno
FCB Inferno is one of London’s leading advertising agencies, and part of global advertising network FCB. The network dates back to 1873, and now has 9000 employees in 90 countries, with 150 at FCB Inferno. The agency’s clients sit across industry sectors and currently include the UK Government (for which they created the This Girl Can brand), BMW, Huawei, AB InBev and the Premier League. FCB Inferno believes the world needs more interesting, and creates interesting ideas for brands that people find emotionally relevant and engage with in deeper, more meaningful ways. Research proves time and again that the more interesting the idea, the more it gets noticed and captures hearts and minds. In a world where we are bombarded daily by thousands of messages, interesting gives you a commercial edge.
FCB Inferno was voted Agency of the Year at the inaugural Campaigns for Good Awards in 2018. Over the past 4 years we have been recognised at Cannes International Festival of Creativity for Film, Social and Influencer, Mobile, Digital Craft and Brand experience campaigns, received two Grand Prix awards in 2015 and 2016, and was the second most awarded UK and European agency at the festival in 2019.
Valspar® is a Sherwin-Williams brand and has been in the paints, stains and coatings business for over 200 years, helping to colour and protect homes, inside and out. Available at B&Q, Valspar’s state-of-the-art colour matching technology can scan, match and mix any colour the eye can see (that’s 2.2 million shades!).
Valspar’s wide range of high-quality interior and exterior paints provide optimum coverage on multiple surfaces including walls, ceilings, wood, metal and masonry, requiring fewer coats than our leading competitors. Thanks to their low viscosity formulation, our paints are easy to apply and touch dry in just one hour, helping to make your project as efficient and stress-free as possible.