Dulux Ambiance Dreams up a Fresh Perspective on Wall Paint

AkzoNobel, is introducing their unique Dulux Ambiance paint in a noteworthy way. Contrary to industry norms, this is a playful campaign that focuses on the desire for a dream home rather than solely on the functional aspect of paint. Who doesn't want to make their dream home a reality? Well, “It starts with Dulux Ambiance.”

Ogilvy Amsterdam is the creative agency behind this innovative campaign, boasting rich and vibrant colours, high quality pigments and inspiration for consumers to transform their own home with the colours they have been dreaming of.

From dream to reality

At the heart of the campaign is a video that inspires consumers to take the first step towards creating their dream home. The ad follows a young woman’s dream, where she is seen to be flying through her house, actively changing her boring white walls to richer colours with one touch of a colour card. The colour card is used as a relatable feature for consumers, as we all know the feeling of choosing a new paint colour, holding up different colour cards to see what will look best in our homes.

With one impactful touch on the wall, the wall magically transforms into vibrant colours from the Dulux Ambiance colour palette. We are immediately drawn into the transformation as flowers and butterflies start emerging from the walls, creating a magical immersion of colour.

Once the transformation is complete, the young woman wakes up from her dream with an excited look on her face. After racing down to her living room, she looks around proudly at her newly painted home and touches her freshly painted wall. Dulux Ambiance has created the home of her dreams.

Ogilvy developed this concept for the regions of Europe, Middle East and Africa (EMEA as well as South Africa. The campaign has been adapted to suit the cultural nuances of each country, ensuring maximum resonance with the target audience. This attention to detail can be seen in the key assets and storytelling used throughout the campaign.

Tolga Büyükdoganay, chief creative officer at Ogilvy said, “With this campaign, we draw attention to the ambiance effect you get from the quality of Dulux Ambiance paint on your walls. It's not a campaign that follows the known rules of the paint category. Instead, it's a concept worthy of a beauty product. It's great that our client has the courage to stand out with a campaign that introduces a new perspective on the world of paint.”

Helena Burt, brand manager at AkzoNobel said, “We are delighted to launch this campaign for Dulux Ambiance paint to our audience in this elevating and distinctive manner. We truly want to inspire people and encourage them to take that first step towards creating their dream home. We often find that it remains a dream, because it can be daunting to paint your wall in that colour you just saw at that boutique hotel you stayed in. What if it doesn't turn out as beautiful? Dulux Ambiance is easy to apply, and the rich and vibrant colours are guaranteed to exceed your expectations. We are confident that once consumers have seen our campaign, they will be inspired to start painting and experience the magic of Dulux Ambiance.”