Accts: Samantha Martin
Art: Iva Jericevic, Shenika DW
Copy: Shenika DW, Iva Jericevic
Art: Iva Jericevic, Shenika DW
Copy: Shenika DW, Iva Jericevic
Background
• Behr is a high quality paint brand that sells paint & paint related products (wood stains,
primers, cleaners, etc.)
• Home Depot is the exclusive retailer for Behr
• Behr is about finding your color, learning about color, & being inspired.
Why we're advertising
Any company can make any swatch color. At the end of the day, it's a parity product. We need to come up with a way to differentiate the brand, and make it memorable.
Insight
The color of your wall isn't just a swatch number. It's deeper than that. Color can affect all parts of your life. "Colors can create conditions such as fatigue, increased excitement or activity, aggressiveness or restfulness and can lead to an increase or decrease in stress" (http://psychology.about.com/od/sensationandperception/a/colorpsych.htm)
Target
Urban men and women, 25 - 45: They are creative and enjoy decorating their homes. They understand the power of interior design and how different colors create different atmospheres. They care about their community and social change.
Single Minded Thought
Color has the power to change lives.
Big Idea
Paint Change
• Behr is a high quality paint brand that sells paint & paint related products (wood stains,
primers, cleaners, etc.)
• Home Depot is the exclusive retailer for Behr
• Behr is about finding your color, learning about color, & being inspired.
Why we're advertising
Any company can make any swatch color. At the end of the day, it's a parity product. We need to come up with a way to differentiate the brand, and make it memorable.
Insight
The color of your wall isn't just a swatch number. It's deeper than that. Color can affect all parts of your life. "Colors can create conditions such as fatigue, increased excitement or activity, aggressiveness or restfulness and can lead to an increase or decrease in stress" (http://psychology.about.com/od/sensationandperception/a/colorpsych.htm)
Target
Urban men and women, 25 - 45: They are creative and enjoy decorating their homes. They understand the power of interior design and how different colors create different atmospheres. They care about their community and social change.
Single Minded Thought
Color has the power to change lives.
Big Idea
Paint Change
Painting empty walls in our community centres to make people feel brighter.
Mount Sinai, Toronto Hospital
Spider-Man once said "With great power comes great responsibility". With paint, Behr has the power to make a difference.
Waiting rooms, Toronto
TVC / YouTube
In Store - Home Depot
In store, we will set up a 3D Behr model which will be covered in paint swatches chosen by customers. They will write two things on each swatch before they add it to our Behr. 1. which place they would like painted or re-painted, and 2. why?
The brand will then choose a handful to post on facebook, where users will vote for the next big change in our community. Users will also be able to vote at the Behr website (it will be linked to Behrs facebook page).
The brand will then choose a handful to post on facebook, where users will vote for the next big change in our community. Users will also be able to vote at the Behr website (it will be linked to Behrs facebook page).
Print / Bus Shelter
In place of the swatch name & number, we subbed in locations that Behr has or will paint. Bottom copy details the campaign, and drives customers to the Behr web page, where they can get more information, and vote for the next big change.
