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British Paints Calls On Aussies to 'Fight the FOMU'

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New campaign developed by DDB Melbourne calls on amateur painters to fight the 'Fear of Mucking Up'

British Paints Calls On Aussies to 'Fight the FOMU'
You've heard of FOMO, but what about FOMU? In its latest campaign via DDB Melbourne, British Paints is calling on novice painters across Australia and New Zealand to fight the FOMU ('Fear of Mucking Up').

DDB Group Melbourne executive creative director Stuart Turner said the FOMU platform came from both personal experience and customer insights.

Says Turner: "We've all been in a position where we needed to tackle a large-scale paint job and felt overwhelmed or scared about how to approach it. It's this insight that led us to come up with FOMU - the 'Fear of Mucking Up'.

BP 2.jpg"FOMU encompasses all of the things that can feel like barriers to starting a new paint job. It's the quiver in your hand as you put the roller to the wall. The indecision in the face of a thousand colour swatches. The all-consuming thought that if something can goBP 3.jpg wrong with a painting job, it probably will."

The campaign's launch TVC is the first in a series of three, with the campaign running across digital, social and instore.
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Online Editor: Ant Newton - Alt.VFX


Advertiser: British Paints

Brand Manager: Sue Pham

Marketing Manager: Paul Murphy

Product Marketing Manager: Nicholas Walsh

Production Company

Production Company: Sweetshop

Executive Producer: Loren Bradley, Edward Pontifex

Director: Damien Shatford

Producer: Nik Aulich

Managing Director: Edward Pontifex

Offline Editor: Simon Price - ARC EDIT

Colourist: Edel Rafferty

Creative Agency

Creative Agency: DDB Melbourne

Copywriter: Anna Yates

Art Director: Becky Morriss

Executive Creative Director: Stuart Turner

Chief Strategy Officer: Karen Dwyer

Head of Broadcast: Tuesday Picken

Group Business Director: Lucy Haworth

Business Manager: Natalie Linsdell

Business Director: Katie Franklin

Genres: Comedy, People

Categories: Home, Decorating

DDB Melbourne, Tue, 21 Aug 2018 01:32:39 GMT