6.18.2010

                   
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Sherwin Williams Launches Colorful New Ad Campaign Made of Paint Chips




A new fully integrated marketing campaign by McKinney Agency for Sherwin Williams paint stores celebrates a world made entirely of color chips. The launch effort consists of three tv commercials, four print ads, online advertising, an iPhone app and an interactive Color Visualizer.



The three 30-second animated television spots were directed and produced by Buck NY, and feature a range of wonderfully designed 3-D characters and environments that showcase Sherwin-Williams’ extensive color palette. The spots will air nationally on cable channels, including HGTV, Discovery, DIY, E!, ESPN, Food Network, GAC, Lifetime, Style, TNT Sports, USA and Weather.

Television Spots (two of the three)

 

some tv stills for you:

 

The four print ads feature original color-chip sculptures created by paper artist Matthew Sporzynski, who is the owner of New York's Couturier de Cardboard Inc (no website, sorry). Sporzynski’s sculptures, including a vase of flowers, stuffed animal, birdhouse and ice cream sundae, marry craftsmanship with the fun of selecting just the right paint and color. The ads will appear in issues of Architectural Digest, Better Homes & Gardens, Real Simple, Good Housekeeping, House Beautiful and This Old House and others.  

Print Ads

 

 a close-up look at the details:


Online executions include multiple display banner ads that invite consumers to engage with Sherwin-Williams color tools online, ranging from the ColorSnap® iPhone application to the brand’s Color Visualizer, which allows people to upload their own photos to help envision what their completed painting project may look like.

 

All executions utilize the tagline “Make the most of your color with the very best paint.” With over 1,500 color chips at Sporzynski’s disposal, he was most attracted to Sherwin-Williams’ family of greens. “I’m always big into the greens,” he mused. “We used Gecko, House Plant and Pickle. I love the names of Sherwin-Williams paints. They’re so evocative.”
“Sherwin-Williams is all about helping people turn their color inspirations into reality. With over 1,500 colors to choose from, we know making the right color choice is as important as choosing the right paint. Our new Color Chips campaign symbolizes just how passionate we are about helping people create something beautiful with amazing colors and the highest quality paint.”--Ellen Moreau, Vice-President Marketing Communications
“We’re excited to have created a campaign that’s brand-focused storytelling through art. We were able to take what Sherwin-Williams is known for – expertise, advice and the world’s best paint – and leverage it against an emotionally resonant story about color, using the single most important element in most painting decisions: the color chip. Buck’s attention to detail throughout the spots, coupled with Matthew’s passion for color and design, makes this some of McKinney’s best work to date.”-- Jonathan Cude, chief creative officer, McKinney
About Sherwin-Williams Paint Stores: Sherwin-Williams Paints Stores is the nation's largest specialty retailer of paint, stains, coatings, wall coverings and sundry items. With more than 3,300 neighborhood stores in North America, the company is dedicated to supporting the do-it-yourself consumer with exceptional products; resources to make confident color selections; and expert, personalized service that's focused on the do-it-yourselfer's unique project needs. Sherwin-Williams brand-name products can only be found at Sherwin-Williams stores. About McKinney: McKinney is an independent advertising agency whose mission is to make extraordinary things happen by reinventing the conversation between people and brands. McKinney delivers through game-changing ideas, through leadership in the convergence of offline and online (88% of frontline staff are actively engaged in the digital space, which accounts for 35% of the agency’s business) and through the relevant application of new technologies. info, press release and images courtesy of Durham Billboard Publicity Wire / Vocus, Buck NY and Sherwin Williams

6 comments:

toniclime said...

Superb creativity!

Anonymous said...

I have never tracked down the creator of an advertisement before, but I have been so impressed with the color chip sculptures that I have watched every minute of every ad I've seen so far. Amazing creativity! Sherwin-Williams was brilliant to hire him!

Anonymous said...

I agree -- these ads are absolutely mesmerizing in so many different ways and prove that you don't need celebrity voice-overs, loud music, or flashy images to bowl over consumers. I could -- and do -- watch these spots over and over. They are ads meeting art and as close to perfection as it gets. Congrats to everyone involved.

Anonymous said...

I actually wrote to Sherwin Williams to congratulate them on the creativity and impact of the series. And to mention that it prompted me to go into their store for the first time, and buy enough paint for four rooms in my home.

Anonymous said...

Behold & welcome to a land of refreshing artistic expression, where ingenious creativity & nature's divinity blend brilliantly. I applaud SW & the ad agency for delivering a clear & concise message. It opens the doors to our imaginations, bringing excitement & vitality to an otherwise tedious & laborious task. Fun...paint by numbers, adult style!!!

Penny from Edmonton, Alberta, Canada said...

I just saw my first Sherwin Williams ad and I was absolutely enthralled with the color chip production. Whoever is responsible for this brilliance deserves to be recognized. I can't get enough of the ads I found online!

C'mon people, it's only a dollar.
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