AkzoNobel's let's Color film wins prestigious TED award
Directed by Adam Berg and created by Euro RSCG in London, the eye-catching two-minute film - designed to be shared online - takes the viewer on a kaleidoscopic journey across the world as people gather together to transform grey spaces using notably the company's Dulux, Dulux Valentine and Coral paint brands.
The aim of the contest was to "find ads so good you choose to watch." More than 1,000 submissions were received and a panel of 24 expert judges voted the AkzoNobel entry as one of ten winners. Explaining the selection, TED said that the company's advert "moved us with its uplifting message that life is better in color and there is nothing that a fresh coat of paint can't make better." Commented one of the jury members: "This is the perfect project for a paint brand to invest in."
Tex Gunning, Board member responsible for AkzoNobel's Decorative Paints business, added: "Color has the power to inspire all of us and I'm delighted that the positive impact we are having on markets and communities around the world has been so strongly communicated through this commercial.
"The Let's Color campaign not only reinforces our role as the global color authority, but also encourages consumers to use our brands and make their world brighter and better. It's about engaging consumers in new and compelling ways and building awareness among professionals of the effects and benefits of using color."
Launched in 2010, the global Let's Color campaign is designed to add color to people's lives and inspire them to revitalize their surroundings. The painting events featured in the winning advert were staged over a four-month period in Brazil, India, France and the UK. Local communities were invited to transform colorless areas using the company's paint brands, with each event being filmed to provide footage for the ad.
Since the video was made, additional projects have taken place in the Netherlands, South Africa and Turkey, with many others scheduled to take place during the year.