Dulux Let’s Colour
[Agency: Havas PR Warsaw]
Challenge: Poles had been complaining that public spaces—mainly Polish railway stations—were dull. AkzoNobel, owner of the Dulux brand of paints, decided to change that perception by adding a touch of color to chosen stations in Poland. The company encouraged ordinary people to join the action, and Havas PR needed to generate media and public interest.
Actions: During two phases of Dulux’s “Let’s Colour” project, four railway stations were selected and well-known Polish artists prepared artwork on station facades and underground railway crossings. A special Let’s Colour Train was also prepared to ride between Polish cities. Consumers warmly welcomed the project—so much so that a wall of the Wrocław Zoo was also painted. The second phase ended with a spectacular mural in the heart of Warsaw created by a popular Polish street artist on the facade of a parking garage.
Results: More than 3,000 people (including bloggers we targeted) took part, changing the faces of gray urban space with their painting. Great media interest resulted in 700 articles dedicated to the project. In addition, a consistently increasing number of people have joined the Let’s Colour Fund, which grants the best projects of individuals who want to add color to chosen public places.