Dulux Heritage has refreshed the cover of 12 literary classics to show the power of colour in a new campaign from Ogilvy.
Dulux Heritage Editions are a collection of luxury paint hues that have been paired with 12 iconic novels ranging from War of the Worlds, Dracula and Moby Dick to 1984, Little Women and Frankenstein.
Each book’s emotional narrative has been analysed and matched to hues that evoke the same mood and feelings. The book spines act as paint swatches, while the inside covers showcase Dulux Heritage’s wider range to offer utility as well as inspiration to consumers.
The nationwide campaign comprises of OOH takeovers, social, influencer, Pinterest and Meta activations.
There is also a limited-edition of the set of twelve books, complete with input from Ogilvy’s award-winning graphic designer Dave Towers and its Behavioural Science Division, renowned liquid photographer Jonathan Knowles and Dulux creative director Marianne Shillingford.
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“Nothing is more rewarding than when a great idea meets a great team of people. Every Dulux Heritage colour has a rich story to tell that evokes a feeling and by pairing 12 classic colours with 12 classic books, the feelings they evoke are deliciously heightened,” said Dulux UK and Ireland creative director Marianne Shillingford.
“This has been one of the very best truly collaborative and enjoyable projects I have ever worked on as a creative director of Dulux and best of all it gave me the opportunity to put my painting skills to the test in executing each of the book cover designs Ogilvy captured so perfectly.”
Ogilvy UK chief ECD Jules Chalkley said: “Our living spaces are constantly in flux, an ever-increasing reflection of who we are. But, the way we pick paint hasn’t evolved in decades.”
“We’re stuck in a glossy rut of colour swatches and daft sounding names. But colour holds deep and evocative powers and we wanted to find a new dimension in unleashing the visceral emotion it delivers,” he continued.
“By simply equating the feelings and images a classic book paints in our minds to the beautiful colours of the Dulux Heritage range, we were able to find a dramatic new visceral language and creative experience and a whole new means of bringing to life the feeling of colour.”
