Mon, 13 Mar 2017 13:09:02 GMT
To celebrate Dulux Weathershield’s most weather-durable paint in a predominantly online campaign, advertising agency Boys & Girls (www.boysandgirls.ie) went in search of Ireland’s most weather-durable people. As a result, they met an intriguing group of people affectionately called ‘The Invincibles’.
As a short documentary shot in Myrtleville beach, Co.Cork, The Invincibles explores the story of Tom Bermingham, Mairead Ni Mhaoileóin and Tom McCarthy, three open water swimmers who are dedicated to the water all year round – rail, hail or shine.
“The Invincibles gives us an opportunity to tell a story that could live beyond the confines of a traditional TV commercial,” said Creative Director Laurence O’Byrne. “But even though at its core it’s an online campaign and not TV, the same principles apply - find the idea, and craft it into something special.”
The short documentary is the first of its kind for Dulux and very different territory for Weathershield, telling the story of what in truth is a very functional product in a way that drives emotion & admiration.
Dulux Owned social platforms are the driving force behind the campaign with Facebook & Twitter acting as the prime launch pads on Monday, March 13.
Using video teasers and stunning imagery, a target audience of what’s described as “confident, perfectionist 35+ homeowners” are directed to a bespoke landing page which not only gives The Invincibles a home, it also allows Dulux tell the Weathershield story from another perspective. This, in turn, helps to illustrate marketing leading product benefits.
A wonderfully crafted 40sec and 20sec radio ad (which will air from Monday, March 13 onwards on selected national and local radio stations) is highly evocative of the challenging weather that tests the mettle of Dulux Weathershield’s products. Recorded right in the middle of recent Storm Ewain, the sound of the wind and rain-scapes are highly evocative
In order to complete the customer journey with a cohesive link between campaign and product, Boys and Girls has taken the creative idea in store with various POS elements across national and independent stores.view more - Creative
Advertiser: Dulux Ireland
DOP: Naryan Van Mele
Production Company: Motherland / Ross Kileen, Tess Bunworth, Keith Bradley
Editor: Joe Rigby
Account Executive: Allie Sheehy
Account Management: Alicia Coyle
Agency Production: Sarah Chadwick
Creative Agency: Boys & Girls
Director: Adam Patterson
Executive Creative Director: Rory Hamilton
Strategist: Margaret Gilsenan
Art Director: Paddy Thunder
Copywriter: Eoin Conlon
Artist: Jon Jon Mehigan
Audio Post Production: Graham Newcombe
Sound Design: RayGun / Dean Jones
Designer: Katie Kidd
Categories: Events, Sports and LeisureBoys+Girls, Mon, 13 Mar 2017 13:09:02 GMT