Dentsu Creative’s teams in Manchester and Edinburgh are behind a new campaign for paint mixing specialist, Valspar.
The Shake It Up campaign will see the brand ditch the chameleon character, which had been at the centre of its creative, as it seeks to set off in a new direction.
The creative has been inspired by the vigorous shaking required to blend pigments with base paint, even down to the music choice for the 30 second ad. This has been composed by Siren and has been influenced by the rhythmic vibrations of the “shakey machine” (their words not ours).
The commercial was directed by Sye Allen and takes place in a “mundane beige living room inhabited by a young family.”
As the room begins to pulsate and shake, it “undergoes a transformative journey, morphing into a vibrant teal epitomises Shake It Up’s promise of injecting individuality, colour, and vitality into once lacklustre environments.”
“This campaign is not just about challenging people to give their homes a new look, it’s about challenging the norm,” explained Neil Walker Creative Director at Dentsu Creative.
“Choosing or matching that shade that you love, from virtually any colour that exists, compared to settling for a handful of colours decided by someone else is a no-brainer. Mixing is the standard in the US. Shake It Up is a statement, inviting consumers to reject the ordinary and embrace the extraordinary.”
Working with Dentsu X, the brand aims to “dominate” prime-time television slots across major channels including Sky, ITVX, YouTube, and Channel 4.
The social media strategy will feature interactive content such as ‘The longest ever live shake,’ inviting consumers to witness the creation of Valspar paint firsthand and offering opportunities to win prizes for their next interior project.
Collaborations with popular interior influencers will showcase before-and-after room ‘shake-overs’ using digital ‘shake’ technology.
Offline, Dentsu Creative has worked with internal teams at Valspar and B&Q to create offline material, including in-store.
The campaign is the agency’s first work with Valspar under the Sherwin-Williams umbrella.
“In partnership with B&Q Valspar have been shaking up the UK paint category for over a decade now,” explained Jonathan Greeno Marketing Director at Sherwin Williams.
“Dentsu Creative understood our ambition was to accelerate paint tinting’s growth from a niche preference to mass audience choice. With ‘Shake It Up’ we’re encouraging people to embrace the democracy of colour choice – Afterall it’s for your home, your walls, your furniture – now is the time to make them uniquely your own with Valspar.”
