PAINTED BY PAINT

Short List
TitlePAINTED BY PAINT
BrandAKZONOBEL
Product / ServiceDULUX PAINT
CategoryB04. Posters
EntrantAKZONOBEL INDIA Mumbai, INDIA
Idea Creation TAPROOT DENTSU Mumbai, INDIA

Credits

Name Company Position
Santosh Padhi Taproot Dentsu Chief Creative Officer
Jyoti Patil Taproot Dentsu Art Director
Vijay Manure Taproot Dentsu Art Director
Gauri Burma Taproot Dentsu Copy Supervisor
Krishna Iyer Taproot Dentsu Editor
Umesh Shrikhande Taproot Dentsu Chief Executive Officer
Harjot Narang Taproot Dentsu President
Abhinav Kaushik Taproot Dentsu Executive Vice President
Geetika Prabhakar Taproot Dentsu Account Director
Priyanka Banthia Taproot Dentsu Senior Account Executive
Amol Jadhav Shoot at Sight Photographer
Amol Jadhav Shoot at Sight Illustrator
Shreyas Surve Shoot at Sight Photographer's Assistant
Shreyas Surve Shoot at Sight Art Dept.
Santosh Kamathkar Shoot at Sight Art Dept.
Amol Jadhav Shoot at Sight Director
Amol Jadhav Shoot at Sight Director Of Photography
Kedar Phadke Shoot at Sight Director Of Photography
Imtiaz Ali Shoot at Sight Executive Producer
Raj Chheda Shoot at Sight Executive Producer
Paras Mehta N/A Casting Coordinator

Background

Paint is thought of as being utilitarian. It isn’t afforded much importance. The brief was to change the way paint is perceived. As always being in the background, serving as a backdrop for furniture, furnishing and art. Its ability to give birth to beauty on walls is rarely, if ever, acknowledged. We had to change that and make people look at paint as a hero, as something that could help them create a world of beauty in their homes.

Describe the creative idea (40% of vote)

We conducted an activation in art galleries and studios. We brought together every colour from the Dulux catalogue. And poured hundreds of litres of paint out of a 12-foot can. The motor inside the can released stream after stream of paint. And gave birth to an artist called paint. One that formed and transformed hundreds of textures and patterns, organically. One that united unusual shades, leading to unpredictable combinations. One that created masterpiece after masterpiece with every splash, every smear, every stroke.

Describe the execution (40% of vote)

We conducted an activation in art galleries and studios across Mumbai, over a period of three months. We brought together every colour from the Dulux catalogue. And poured hundreds of litres of paint inside a 12-foot can. The can had a motor running through it, which released stream after stream of paint onto a canvas. What was born was art, created with hundreds of textures, patterns and shades. We brought this art closer to the public by turning it into print ads and posters.

List the results (20% of vote)

Our activation brought to life the width, depth and variety of paints in the Dulux catalogue. By letting people witness the creation of pieces of art, we inspired them to view paint in a new light. Pictures and videos of the activation found their way on to social media. With numerous posts on Facebook and Instagram, the activation reached many, helping them see the myriad ways in which paint can transform their homes.