AkzoNobel's Let's Color film wins prestigious TED award
March 9, 2011
An inspirational commercial promoting AkzoNobel's pioneering Let's Color
campaign has won a prestigious Ads Worth Spreading award from the TED
organization.
Directed by Adam Berg and created by Euro RSCG in London, the eye-catching two-
minute film - designed to be shared online - takes the viewer on a kaleidoscopic
journey across the world as people gather together to transform grey spaces
using notably the company's Dulux, Dulux Valentine and Coral paint brands.
The aim of the contest was to "find ads so good you choose to watch." More than
1,000 submissions were received and a panel of 24 expert judges voted the
AkzoNobel entry as one of ten winners. Explaining the selection, TED said that
the company's advert "moved us with its uplifting message that life is better in
color and there is nothing that a fresh coat of paint can't make better."
Commented one of the jury members: "This is the perfect project for a paint
brand to invest in."
Tex Gunning, Board member responsible for AkzoNobel's Decorative Paints
business, added: "Color has the power to inspire all of us and I'm delighted
that the positive impact we are having on markets and communities around the
world has been so strongly communicated through this commercial.
"The Let's Color campaign not only reinforces our role as the global color
authority, but also encourages consumers to use our brands and make their world
brighter and better. It's about engaging consumers in new and compelling ways
and building awareness among professionals of the effects and benefits of using
color."
Launched in 2010, the global Let's Color campaign is designed to add color to
people's lives and inspire them to revitalize their surroundings. The painting
events featured in the winning advert were staged over a four-month period in
Brazil, India, France and the UK. Local communities were invited to transform
colorless areas using the company's paint brands, with each event being filmed
to provide footage for the ad.
Since the video was made, additional projects have taken place in the
Netherlands, South Africa and Turkey, with many others scheduled to take place
during the year. To view the award-winning film, visit
www.letscolourproject.com. A "making of" movie is also available on
www.letscolourproject.com/blog.
- - -
AkzoNobel is the largest global paints and coatings' company and a major
producer of specialty chemicals. We supply industries and consumers worldwide
with innovative products and are passionate about developing sustainable answers
for our customers. Our portfolio includes well known brands such as Dulux,
Sikkens, International and Eka. Headquartered in Amsterdam, the Netherlands, we
are a Global Fortune 500 company and are consistently ranked as one of the
leaders in the area of sustainability. With operations in more than 80
countries, our 55,000 people around the world are committed to excellence and
delivering Tomorrow's Answers Today(TM).
TED's mission of "Ideas Worth Spreading" now reaches far beyond the yearly
conferences, encompassing a variety of projects and initiatives that seek to
leverage the power of ideas to change the world. Ads Worth Spreading is a
challenge to the global advertising community to reinvent, inspire and engage
audiences with a new definition of what video advertising can mean in the
digital age.
Note to editors - not for publication
Corporate Media Relations
Tel. +31 20 502 78 33
Contact: Christian Tardif
Pdf file AkzoNobel press release:
http://hugin.info/130660/R/1495451/431203.pdf
This announcement is distributed by Thomson Reuters on behalf of
Thomson Reuters clients. The owner of this announcement warrants that:
(i) the releases contained herein are protected by copyright and
other applicable laws; and
(ii) they are solely responsible for the content, accuracy and
originality of the information contained therein.
Source: Akzo Nobel NV via Thomson Reuters ONE
[HUG#1495451]
