Alcro: COLOUR TACKLE

Credits & Description:

Category: Best Use of Outdoor

Advertiser: ALCRO PAINT

Product/Service: PAINT MANUFACTURER

Agency: LOWE BRINDFORS

Agency: STREAM NORDIC

Date of First Appearance: Dec 19 2010

Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN

Art Director: Rickard Villard (Lowe Brindfors)

Art Director: Eva Johnsen (Lowe Brindfors)

Copywriter: Peter Laurelli (Lowe Brindfors)

Copywriter: Lotta Råge (Lowe Brindfors)

Account Supervisor: Maria Lundvall (Lowe Brindfors)

Account Supervisor: Marie Klinte (Lowe Brindfors)

Account Manager: Anette Nygårds (Lowe Brindfors)

Account Manager: Karolina Jansson (Lowe Brindfors)

Typographer: Jeanette Andersson (Lowe Brindfors)

Art Buyer: Caroline Agné (Lowe Brindfors)

Photographer: Ian Crawford

Retouch: Roland Lindgren (Bildinstitutet)

Retouch: Andreas Lindström (Bildinstitutet)

Repro: Rickard Dymling (Lowe Brindfors)

Production Producer: Jonas Edholm (Stream Nordic)

Creative Directors: Villard/Bartholf (Lowe Brindfors)

Media placement: Outdoor Poster - At The Odenplan Underground Station - 19 December 2010



Insights, Strategy & the Idea

Ice hockey is one of the most popular sports in Sweden and Alcro Paint (the biggest manufacturer of paint in Sweden and a very well-known brand) is the official sponsor of the national ice hockey team. The target audience is everyone that is in the position of remaking his or her home or office. And in Sweden they are numerous; DIY home improvement is an extraordinary popular “leisure” activity.



Creative Execution

Ice hockey is a dramatic game and by using paint we can visualize that drama, make it become almost real and convey how colourful it really is.

Dramatise that Alcro Paint sponsors the Swedish national ice hockey team by creating advertising for the underground that visually goes outside the borders of what people expect.



We illustrate a Swedish ice hockey player in a dramatic tackle with an opponent from another team. The visual and dramatic colour splash also went outside the traditional frames of advertising billboards in a very literal way.



The underground is a very busy place and we wanted to do something that really captured people's attention. Something that was colourful and really stood out.



Results and Effectiveness

Since both ice hockey is one of the most popular sports in Sweden and DIY home improvment is an extraordinary popular “leisure” activity for many Swedes we combined them in this campaign.



A visual of an ice hockey player from the Swedish national team in a dramatic “colour” tackle with a player from another team. The spectacular splash of colour spilled outside the frame of the billboard in a very realistic way.



Pictures of the ad spread on numerous blogs and sites and was widely discussed. It shows the power of a colourful idea.