Global Network of the Year:
Ogilvy
Finalist
Direct
Craft - Art Direction
| Entrant: | Ogilvy UK, London |
| Brand: | Dulux |
| Title: | "Colour Editions" |
| Corporate Name of Client: | AkzoNobel UK |
| Client Company: | Dulux, Slough |
| Senior Client Brand Manager: | Angela Hegarty |
| Client Creative Director: | Marianne Shillingford |
| Client Marketing Director: | Stephen Coghlan |
| Client Company Dulux Brand Lead: | Sam Balloch |
| Client Company Senior Marketing Manager: | Tudor Turtudau |
| Media Companies: | Essence Mediacom, London/MediaHub, London |
| PR Company: | Cirkle, London |
| Agency: | Ogilvy UK, London |
| Global Chief Creative Officer: | Liz Taylor |
| Chief Creative Officer: | Andre Laurentino |
| Agency Chief Executive Creative Director: | Jules Chalkley |
| Executive Creative Director: | Christopher Wall |
| Agency Design Executive Creative Director: | Dave Towers |
| Creative: | Yolanta Boti |
| Agency Junior Creative: | Sarah Harvie |
| Senior Copywriter: | Tom Elliott-Mell |
| Senior Art Directors: | Jack Patrick/Anthony Dziworshie |
| Agency Art Producer: | Jodi Woodhouse Ward |
| Agency Senior Designer: | Amy Gordon |
| Agency Junior Designer: | Ellie W Jones |
| Agency Senior Producer: | Sue Streatfield |
| Agency Video Director: | Chris Marley |
| Agency Head of Offline Production: | Justin Cairns |
| Agency Head of Integrated Production: | Natasha Wellesley |
| Agency Senior Strategist: | Ryan Thomson |
| Agency Digital Programme Manager: | Nidzara Horozovic |
| Agency Project Manager: | Phoebe Salter |
| Agency Managing Partner: | Laura Le Roy |
| Agency Account Director: | Vicky Humphries |
| Production Company Director, Production & Services: | Sahariar H Jitu |
| Production Company Lead Project Manager: | Shoharab Hossain |
| Production Company Creative Artworker: | Adrian Salmon |
| Production Company Technical Colour Consultant: | Chris Bolton |
| Production Company Post Producer: | Anna Lidster |
| Production Company Lead Editor: | Jude Moore |
| Production Company Head of 2D: | Mark Beardall |
| Production Company Editor AFX: | Bruce Hancock |
| Flame Artist: | Jamie Russell |
| Production Company Senior Editor: | Emily Chao |
| Production Company Head of Colour Grading: | Ben Rogers |
| Production Company Studio Manager: | Jamie Kayes |
| Production Company Proofreader: | Guy Robarts |
| Production Company Senior Account Manager: | Garry Patten |
| Post-Production Company Managing Director: | Glen Ash |
| Post-Production Company Digital Artist: | Paul Ingram |
| Post-Production Company Project Manager: | Bob Newton |
| Photography Studio: | Jonathan Knowles Photography, London |
| Photographer: | Jonathan Knowles |
| Photography Studio Studio Producer: | Emma Harrower |
| Photography Studio Photography Assistants: | Madison Blackwood/Jack Baldwin/George Hall |
Description:
Data showed that the audience for their luxury range are lovers of the classical works of art. And we turned the feelings evoked by 12 literary masterpieces into colour.
The process of choosing colours for our home is uninspiring, resorting to functional and cold colour swatches. Colour Edition is a collection of books that uses design and craft to infuse feelings and inspiration to the way we choose the colours that will envelop our lives.
We paired 12 literary masterpieces to the premium Heritage hues associated with the feelings they evoke, working with Dulux colour experts and our behavioural science team. We indulged and revelled in the craft.
Heritage paint was brushed, flicked, rolled, dropped, and sprayed to capture a serendipitous?moment that illustrated a theme from the book, all captured by a specialist liquid photographer. The Dulux Creative Director herself executed the final illustrations.
The inside covers and spines act as colour swatches within the home, and each chapter starts with our Dulux dog icon. Each book concludes with a "Marianne says..." page, where the Dulux Creative Director expands on the many aspects the novel informed its paired hue, as well as the history behind each colour.
These painted front covers became icons of our campaign in OOH take-overs, social, magazines, were gifted to influencers, talked about on podcasts and inspiring action on Pinterest.