Dulux digital paint swatch – interactive video

Dulux’s latest campaign is a digital upgrade of the paint swatch, brought to life in a cinematic telling of a dystopian future devoid of colour.

• Shoppable videos help to drive consumers direct to purchase
• It is an innovative way to browse shades of colour

The paint manufacturer has brought the tired process of choosing between thousands of colour hues to life in a shoppable video that builds on the 2014 Colour Prohibition campaign. The video draws on The Polarity Paradox, visualising the states of extreme spending and the frugality of post-recession consumerism. In the film, inspired by 2002 sci-fi epic Equilibrium, people denied colour stage an underground coup and viewers can select colours they like as they journey into the rebels’ camp. By selecting a colour they are taken to a small display with curated Pinterest boards and a link to the Dulux online store. Great work and a good example how brave brands are combining Faction Marketing with Shoppable Videos to create irrepressible content that reduces the time it takes from inspiration to purchase.