To boost awareness of the wipeable and washable Modern Emulsion, we dramatised a very human anxiety. The edge-of-your-seat, ready-to-lose-it, totally unreasonable anxiety that we all feel when we have freshly painted our houses.
Our message was simple: Relax. Farrow & Ball’s Modern Emulsion is remarkably unmarkable.
Showing that we get it
To calm the nerves of every potential painter across the country we showed them first of all, that we get it. We made three films that showed paint anxiety pushed to the limits — each revealing that with Farrow & Ball, you can relax... stains, spills and scuffs can simply be wiped away.
Reframing the narrative
Press, Social and OOH were created to help reframe the conversation around Farrow & Ball. Depicting beautiful homes whose paintwork would be in jeopardy, if it wasn’t for the fact they had been painted with Modern Emulsion.
Changing the writing on the wall, by writing on the wall
And finally, to truly prove the point, we found real online quotes that questioned the stain resilience of our paint and physically wrote them on walls painted with Farrow & Ball Modern Emulsion with the offending materials. Then we simply wiped them away, as if they never happened.
YoY sales increase of Modern Emulsion
Increase in onlinesales YoY
More conversation than any previous Farrow & Ball campaign