The process for choosing colour for our home has always been uninspiring and traditional: resorting to colour swatches and boring visits to DIY shops.
Dulux, the UK's leading paint brand, believes that colour is a feeling. To bring the brand's belief to life for its premium Heritage range, we merged paint, colour and literature: we turned the feelings evoked by twelve timeless literary classics into colour.
Marianne Shillingford, Dulux Creative Director and Colour Expert, wrote beautifully in each book commenting on the parallels between the stories and the colours she picked for the Heritage range.
This activation led to the highest product search since its launch and saw a 35% increase in retail brand share. The out of home was in the Top 10 of the year in the UK.
