Community service-cum-art
The Let’s Colour Project started by Dulux has all the ingredients of a well thought-through campaign.
Under the umbrella of ‘Colour your world’, the project/campaign aims to transform the run-down neighbourhoods of this world through a fresh coat of paint.
Starts with a simple —yet insightful— brand idea taken to the extreme. We all know that a newly painted wall brings enlivens a place. What if Dulux could do that for the whole planet? And so they did.
Here’s where the community service kicks in. Through the work of volunteers, they provided a fresh outlook to some neglected areas of Rio de Janeiro, London, Paris and Jodhpur (India).
The efforts where beautifully documented in astonishing photos and a well-crafted film/TV commercial.
And the website offers plenty of information about the project and social interaction via a blog, twitter updates and so on. You can also read a summary on Cool Hunting.
Now, what came first? Was it the brand idea and then the campaign or did the campaign inspire the brand idea? Did the TV idea dictate the work or was the work just artfully captured by the director?
The reason why it’s so hard to tell is because the activation idea and the communication idea is one and the same. Agree? Not?
