DDB Melbourne has launched a new campaign for centenarian paint company, Berger, starring a black and white film that doesn’t show paint colours at all.
Shot by acclaimed photographer Stephen Dupont, the film aims to establish a contemporary brand by portraying the craftsmanship and hard work of professional trade painting.
DDB’s senior art director, Josh Brown, said the work was motivated by trade painters’ flair for creativity and solutioning.
“You can’t help but be inspired by their ingenuity and mastery of their craft,” said Brown.
“By shooting in black and white, the focus is pulled from the decorative quality of the paint, to the experiences of professional painting.”
The film and stills’ tone and visuals are designed to bring the tricks-of-the-trade of trade painters to life. Intending to speak to that audience directly, the campaign has launched across trade-targeted media including OLV, radio, and social.
David Adams, brand manager at Berger Paints said: “By demonstrating Berger’s intimate knowledge of the ins-and-outs of their profession, the brand is positioned as the paint of choice for trade painters.”
The work from DDB Melbourne comes after a series of appointments announced by the creative agency earlier this year. In February, Sam Snowden joined in the newly created role of head of social and content, Becky Morriss was promoted to creative director, and Sarah Tonner was hired as the new creative services and traffic manager.
See also:
Sam Snowden announces new role as head of social and content for DDB Melbourne following departure from DDB NZ
DDB Melbourne promotes Becky Morriss and taps Sarah Tonner
Credits:
Client: DuluxGroup / Berger
General Manager – DuluxGroup Limited: Richard Hansen
Dulux Decorative Marketing Manager: Therese Winterburn
Brand Manager – Berger: David Adams
Product Manager – Dulux Trade: Judy Liao
Agency: DDB
Chief Creative Officer: Stephen de Wolf
Group Executive Creative Director: Psembi Kinstan
Group Creative Partner: Giles Watson
Senior Art Director: Josh Brown
Senior Copywriter: Anneliese Sullivan
Senior Copywriter: Sebastian Covino
Head of Production: Sonia McLaverty
Producer: Edward Connelly
Senior Editor: Tom Marley
Editor: Alex Debely
Studio Manager: Aaron Wickers
Senior Business Director: Jessie Mitchell
Business Director: Jiaan Koch
Business Manager: Sam Simpson
Head of Planning: Matt Pearce
Planner: Sophia Loschiavo
Production: The Kitchen Creative Group
Director/Photographer: Stephen Dupont
DOP: Ed Triglone
Head of Production: Manuela Leigh
Producer: Anna Cuthill
Retoucher: Shayne Pearce
Sound: Rumble Studios
Producer: Bec Ivanov
Sound Engineer: Sean Wilkinson
Media: OMD Melbourne