The power of home improvements to transform interiors takes centre stage in a new campaign that paints Valspar as a market leader in colour mixing.
Valspar, part of the Sherwin Williams Company, is personalising the process of paint selection by thrusting the creative process into the hands of consumers with ‘Shake it Up’, a vibrant campaign encouraging DIYers to cast beige aside and experiment with different tones and hues.
Delivered jointly by Dentsu Creative’s Edinburgh and Manchester offices the active campaign celebrates the art of vigorously shaking pigments and base paints to achieve the perfect look – and with 2,000 colours and 2.2m hues to choose from no two walls need to look the same.
A 30-second hero TV ad leads this approach as a family embraces the ‘don’t move -improve’ mindset to transform their living environment. Emphasising rhythmic vibrations in motion and sound the advert shakes people out of their comfort zone to try something new.
In tandem with this Dentsu Creative has undertaken a complete overhaul of Valspar’s tone, aesthetics and visual identity, crafting a sequence of visuals to convey this message from the website to points of sale.
Neil Walker creative director at Dentsu Creative Edinburgh said: “This campaign is not just about challenging people to give their homes a new look, it’s about challenging the norm. Choosing or matching that shade that you love, from virtually any colour that exists, compared to settling for a handful of colours decided by someone else is a no-brainer. Mixing is the standard in the US. Shake It Up is a statement, inviting consumers to reject the ordinary and embrace the extraordinary.”
The campaign will run across Sky, ITVX, YouTube and Channel 4 as well as social channels.