To promote Glidden launching on Amazon, we wanted to show people that they can now buy the right color, right when they see it. Wherever they see it. With Glidden paint available on Amazon, the world becomes your paint store.
Every street became an aisle, and every surface became a swatch.
To bring this idea to life we took over neighborhoods in Nashville and turned them into a paint store. With over 100 installations, we called out colors on everything, from fire hydrants, to buildings, to coffee, to trendy popsicles and barbecue sauce. Scanning a Pinterest pin code even let people browse and buy the colors they saw, all of which were available on Amazon.
Along with the activation, we created video and social content for a national campaign. Pins, posts and vertical video further helped bring the idea to life. All of which let people know you could buy the right color, right when see you it.
Client: Glidden
Agency: Digitas
