2019 Winners & Shortlists

Background.

Dulux is a global paint brand, arriving in the MENA region mostly unknown to the local target. They needed to make clear that they are bringing more colours to the region with elegant and relevant communication.

Describe the creative idea.

With desertic climate and traditional architecture, the Gulf countries have a very monochromatic landscape, with buildings, nature and sky mixing in the same tones. With a detail inside a typical scenario, we showed how much colour Dulux could bring to the region, and how much difference a little bit of colour makes.

Describe the strategy.

We used the typical colours and architecture of the buildings of the region, each with details only found in specific countries. Adding colour to one detail on our visual shows how Dulux is not trying to change the region, but offering the chance for people to add more colour to their private lives, no matter where they live.

Describe the execution.

We researched the architectural elements of the different countries in the region. The little details that give them personality and highly admired by those who have roots here. With different buildings, we composed a unique scenario that brings the characteristics of each place.

List the results.

We managed to position Dulux as a new player that understands the region, values its culture and believes it can add new value to it.