Relax, it’s Modern Emulsion
Farrow & Ball were preparing to launch a new paint finish, ideally suited to the demands of life at home.

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.

26%

YoY sales increase of Modern Emulsion

79%

Increase in online sales YoY

4x

More conversation than any previous Farrow & Ball campaign

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Mel Arrow promoted to CSO

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‘Relax’ for Farrow & Ball awarded at D&AD 2021

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BMB appointed to lead rebrand for Wefarm

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BMB named Farrow & Ball’s lead creative partner

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Creative Awards in Advertising

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Social Sauce 42

We love talking to humans in all kinds of ways. Calls are brilliant (although some of the younger humans find it weird that you’d speak to someone using your actual voice when you could just WhatsApp or slide into their DMs). Everyone loves an email, obvs, particularly our new business human (Sam).

General enquiries:
hello@bmbagency.com

Work with us:
sam.jones@bmbagency.com

Reception:
0207 632 0400

BMB London
The Crane Building 22
Lavington Street
London SE1 0NZ