Colourtrend, Ireland’s iconic paint brand, has launched a new integrated advertising campaign. ‘A World of Quality in Every Colour’ is the brand’s first major campaign since 2016.
The new campaign was created by Boys+Girls and has already debuted on Irish screens having aired on RTE, Virgin Media and TG4. The campaign is supported with a wider roll-out across out-of-home sites, print media, digital and video on demand (VOD).
According to Colourtrend’s head of marketing, Edel Nicholson: “ At Colourtrend we have always been passionate about quality, but through recent B&A research it was clear that customers were equally as passionate with quality being the defining factor for people buying paint in Ireland. This research, teamed with our own brand insights on the important role that quality plays in delivering premium paints helped our campaign vision to become clear.”
A ‘World of Quality in Every Colour’ looks to tell the story of the paint making process. Against the backdrop of tribal drums, the new TV ad is an abstract representation of Colourtrend’s paint making process at a microscopic lens that illustrates the paint making process from start to finish, turning a functional story into something visually and audibly engaging. From the mix of resin to the blend of vibrant pigments, the ad closes with Colourtrend’s Juniper Whorl, a stunning deep-toned blue with a dusted grey coating, being painted on to a wall.
Filmed over an intense four-week period, Creative Director at Boys & Girls Laurence O’Byrne comments, ‘How do you tell the story of how quality paint is made? You show the process from start to finish in a way that hasn’t been done before. Every ingredient in the process was shot in camera in a visually hypnotic style that takes the viewer on a journey into the quality ingredients behind the Colourtrend paint.’
Directed by Brian Williams, the TV ad is a work of visual art incorporating the actual ingredients used to make Colourtrend paint, mixed with the fluid art skills of Roman De Giuli. With a nod to Colourtrend’s Irish heritage, the music features fluttering Irish harps and tribal drums, a musical backdrop created by Denis Ki.