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Dulux Weathershield Introduces 'The Invincibles'



Creative agency Boys & Girls went in search of Ireland’s most weather-durable people

Dulux Weathershield Introduces 'The Invincibles'

To celebrate Dulux Weathershield’s most weather-durable paint in a predominantly online campaign, advertising agency Boys & Girls ( 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.

Campaign Roll-out

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. 


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Boys+Girls, Mon, 13 Mar 2017 13:09:02 GMT