Digital paint swatch

UK – Dulux’s latest campaign is a digital upgrade of the paint swatch, brought to life in a cinematic telling of a dystopian future devoid of colour.

• Shoppable videos help to drive consumers direct to purchase
• It is an innovative way to browse shades of colour

The paint manufacturer has brought the tired process of choosing between thousands of colour hues to life in a shoppable video that builds on the 2014 Colour Prohibition campaign. The video, made in collaboration with agency BBH London, draws on The Polarity Paradox, visualising the states of extreme spending and the frugality of post-recession consumerism. In the film, inspired by 2002 sci-fi epic Equilibrium, people denied colour stage an underground coup and viewers can select colours they like as they journey into the rebels’ camp. By selecting a colour they are taken to a small display with curated Pinterest boards and a link to the Dulux online store.

The Big Picture: Brands are combining Faction Marketing with Shoppable Videos to create irrepressible content that reduces the time it takes from inspiration to purchase.