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