The process for choosing colour for our homes is uninspiring and traditional. 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 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 beautiful paragraphs for each book, commenting on the parallels between the stories and the colours she picked for the Heritage range.
The activation led to the highest product search since brand launch and saw a 35% increase in retail brand share.
