THE SKY

2014 | CANADA

Looking into the consumer journey when it comes to paint purchases, Carat proved to the client that the cost of the product is as important as the variety of colours found in-store. Réno-Dépôt being known for its low prices, we challenged our client to go for a strategy based on colour variety, which the brand was not recognized for.

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v 53 Different shades to make a powerful and clear statement that elevated its brand: “The Sky is the Limit”.

THE CAMPAIGN

In order to demonstrate Réno-Dépôt’s expertise, we aimed for the stars and chose the sky as our media partner. Constantly evolving from day into night, the colour of the sky offered us an unlimited playground to pick shades from. With this backdrop, we contributed to develop from ground up a brand new technology that was able to identify the precise colour of the sky above the digital boards and compare it to a large database of more than 1,000 varieties of colours, each one with its own signature name.

By transforming a super digital panel into a digital color sensor, we have thus positioned Réno-Dépôt as a must in terms of variety of paint.

Photo credit: Sid Lee

 

v 53 Different shades to make a powerful and clear statement that elevated its brand: “The Sky is the Limit”.
w GOLD Out-of-Home Billboard Marketing Awards 2015
w SILVER Creative Use of Media Festival of Media 2015
w PRIZE Best Use of Media Prix Média 2015
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