Valspar Paint "Rumble"
DraftFCB would choose creatives from around the globe to send to one of their offices to be a part of a creative "rumble". The purpose was to generate fresh thinking and ideas in a very condensed time frame.
This particular one was held in Shanghai and was to introduce Valspar paint to the Chinese market. This was a challenge because of cultural differences in the way color is perceived and the symbolism it elicits.
We were tasked to come up with a 360 campaign, which included TV, print, OOH, digital and web executions as well as a teaser campaign and launch ideas– within a 5 day time period. I was teamed up with the talented Desmond LaVelle from the San Francisco office.
Service
Art Direction, Print, OOH, Experiential, Advertising Campaign
My Role
ACD Art
Team
CD, Copy:
Desmond LaVelle
Area One
Every Color Tells a Story
As the planner so eloquently put, we are 90% human and 10% the culture you were born into. There are things we share as humans that are universal; such as love, family, sharing meals, beauty, sadness and joy. These are stories we tell, these are our shared experiences in life. And much like smell or taste, color is a big part of that narrative.
There was a fiery, orange sunset
the night of our wedding.
– Island Orange
I got to know my husband in the
back seat of his old, yellow coupe.
– Sunspark Yellow
Every color has a story. What's your color story?
OOH
Area Two
Color Changes Everything
Color has the power to change your outlook
on your surroundings. It change change your mood and perception of the world around you.
OOH
