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Integrated
Dulux Weathershield: Dulux Surf Club Project
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The Surf Club Project. Dulux wanted to showcase the longevity and toughness of their outdoor paint, Weathershield. To do this, Clemenger BBDO. Melbourne created the Surf Club Project. Part community initiative, part durability test, this long-term program sees Dulux helping paint the buildings most affected by Australia’s harsh weather – our surf clubs. Bearing the brunt of our extreme conditions, from storms to salt water, these important buildings will become enduring testaments to the longevity of the Weathershield product.
With the support of Surf Life Saving Australia, over the next three years all 310 surf clubs will be painted with Weathershield. The repainting of every one of these iconic buildings will be documented on the project blog: surfclubproject.dulux.com.au Long-term this will serve as testament to the toughness of the product. In support of the project, is an integrated campaign including TV, outdoor, online and point of sale. For the launch, a three-minute brand piece was created with the help of Exit Films. The piece, called ‘The Coast,’ showcases the weather our country is exposed to and many of the clubs that have to endure it.
Jason Byrne, TV Producer, Clemenger BBDO Melbourne Related |
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