Dulux - "Observations"

BMF

BMF Pyrmont, Australia

8625

Marca: Dulux
País: Australia

Anunciante: Imperial Chemical Industries

Título	Observations
Agencia	BMF
Campaña	Observations
Anunciante	Imperial Chemical Industries
Marca	Dulux
Fecha de primera difusión/publicación	2016
Sector Empresarial	Pinturas, tratamiento de madera, brochas, pegamentos y adhesivos
Filosofía	For over 65 years the Old English Sheepdog has been synonymous with the Dulux brand. And now he's back. Dulux is taking customers inside the mind of its iconic brand mascot, the Old English Sheepdog, for the first time. He has graced TV and cinema screens, appeared in magazines, on billboards, online and in social media and now viewers get to see what he's been thinking all this time. His awakening coincides with a new focus on consumer-centric marketing at Dulux Group, spearheaded by new marketing director Helen Fitzpatrick. “We wanted to tell our consumers that in the future, you’ll know why it’s worth using Dulux; and we knew we have to do it in an emotional way. Consumers love the Dulux dog, so we thought what better way to gain a powerful, emotional connection to the brand than make him the star of the campaign,” Fitzpatrick says. The campaign is launching an initiative from Dulux to educate Australians and New Zealanders about the risks of using inferior paints. It does so by highlighting the most important quality test: the test of time. On his travels, we hear the Dulux dog’s musings on the future, and the importance of protecting your home with the right paint. The dog will become a consumer champion and lend a paw to anyone who needs advice on painting their home. BMF client services director Dan Lacaze says: “It’s with great responsibility and pride that we have given the Dulux dog a personality, and a bigger and more important role in the communications mix. He’s seen it all and there’s no one better placed to explain why Dulux is worth it.” The integrated campaign launches in Dulux-owned channels this week, with bespoke film executions for social, pre-roll, TV and cinema. It will be supported by OOH, print, online, social, and instore. Read more at http://www.adnews.com.au/campaigns/bmf-and-dulux-bring-back-iconic-sheepdog-mascot#GRwM6KsP6Py68mFc.99
Medio	Televisión y Cine
Duración	60 seconds
Productora	Good Oil
Editorial Company	The Butchery
Director ejecutivo de creación	Cam Blackley
Director creativo adjunto	Dantie Van Der Merwe
Director creativo adjunto	David Fraser
Responsable de conceptos / redactor	James Sexton
Responsable de conceptos / redactor	Gooch Richards
Diseñador	Thom Davy
Planning	Kim Feitelberg
Planning	Ali Tilling
Planning	Emily Field
Director de cuentas	Will Woods
Responsable de cuentas de agencia	Kim Ngo
Responsable de cuentas de agencia	Siena Shuttler
Productor de la agencia	Fiona Gilles
Realizador	Andy McLeod