Lets Colour‘ is “a worldwide initiative to transform grey spaces with colourful paint”. Dulux have gathered a group of bloggers as well as some of their management team to tour the UK, France, India and Brazil painting gray spaces with bright colours.
As Contagious pointed out advertising colour in an original an impactful way is no easy task since both Sony and Apple’s campaigns – but Dulux have got an idea here that communicates across multiple channels in multiple ways. I was drawn to this for the amazing photography but there is an emotion they have tapped into by focusing on communities, change and making something better.
Let’s Colour doesn’t just sell an idea to you it makes you want to take part or at least value the people who have and appreciate the differences it has made. Most importantly you can see its real which is probably my favourite thing about the project. This project whether born from a ‘social media meeting’ or just an ideas meeting is truly reflective of the way people share information.
It’s so nice to see such a huge idea carried and executed across social channels. I hate that social media is still tagged onto the end of an idea or project. Social media was born out of behaviours and how people are interacting with certain platforms. This should be taken into consideration when coming up with any idea.
As I mentioned the pictures are what drew me into the project and you can see all of these on their Flickr. The blog is full of more info on the day to day work as well as completed projects. They have a twitter account and there is a different Facebook page for each country where there are some great competitions for users to get involved with the project.
I’m looking forward to how this project will translate to sales and the everyday consumer strolling into homebase at the weekend, as well as the TV campaigns – with a documentary filmmaker involved I’m sure there is lots more to come.