Dulux: SAD

Credits & Description:

Advertiser: AKZONOBEL SWIRE PAINTS (SHANGHAI)
Agency: BBH CHINA
Category: Tablets and Other Devices
Advertising campaign: SAD
Creative Director/Art Director: Yinbo Ma (BBH China)
Art Director: Zizi Shi (BBH China)
Art Director: Haoxi Lv (BBH China)
Executive Creative Director: Johnny Tan (BBH China)
Chinese Copywriter: Michelle Wu (BBH China)
Associate Creative Director/Copywriter: Carol Ong (BBH China)
Account Manager: Crystal Liu (BBH China)
Photographer: Jeremy Wang
Print Producer: Yilin Lin (BBH China)

Brief Explanation
The majority of Chinese people paint the walls in their home white. This is the safe choice. In order to drive their range of 2,000 colors, Dulux wants people to become more confident and consider repainting their walls with color.The idea: Color Changes Everything. We created an iPad Ad that demonstrated how perceptions and emotions can change with a simple color change. The word “SAD” is printed on the ad. Tap the color chips and the negative word gets painted over with positive colors. Suddenly, the sad word feels…happy! To add, you can download the Dulux Color Palette app immediately from the ad, which lets you create your own color schemes with ease. The interactive ad came out in China’s Rui Zi iPad magazine on their issue about Happiness.